Integrated Brand Campaign Nintendo + MadeGood

Project Overview

Stage: Seasonal Campaign — Back-to-School

Scope: Omnichannel Brand + Contest Activation

Mandate: Drive awareness, engagement, and contest participation through a co-branded campaign spanning retail and digital ecosystems.

Dangler

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Dangler

The Context

Back-to-School is MadeGood’s most commercially critical season.

In 2022, the brand partnered with Nintendo to:

• Expand cultural relevance with families

• Reach gaming-engaged households

• Drive purchase + contest participation

• Strengthen emotional connection during a high-spend retail window

This required more than a co-logo moment. It needed a fully integrated campaign ecosystem connecting physical and digital touchpoints.

I led the creative strategy and execution across the campaign system.

• Strategic Objectives

  • Drive national awareness of the MadeGood x Nintendo contest

  • Increase retail engagement + in-store conversion

  • Expand brand affinity with parents + children

  • Translate gaming culture into snackable brand storytelling

  • Build a repeatable integrated campaign model for future partnerships

• Audience Definition

  Primary: Parents 30–50
  Household dynamic: Children aged 5–16
  Behaviours:

  • Purchases school snacks + lunchbox staples

  • Engages with video games as a family activity

  This insight shaped both the emotional narrative and the visual world.

• How I Led

  This campaign required simultaneous leadership across:

  • Creative direction

  • Partner brand alignment

  • Retail + digital design systems

  • Video storytelling

  • Performance asset development

  • Production sourcing

  • Cross-functional collaboration

  I translated behavioural insights into a visual system that scaled seamlessly across environments: from store aisles to streaming platforms.

• Outcomes

  • National integrated campaign launch

  • Strong contest participation, 33% from digital channels

  • Increased 4.8%% seasonal engagement across organic channels

  • Record email performance, 42.5%+ open rate

  • High video completion rates, 80% VCR

  • Benchmark metrics for future partnerships

  Most importantly, the campaign established a repeatable blueprint for future co-branded activations.

Creative Platform

Human Truth

Families bond through shared play.

The campaign positioned MadeGood as the snack that fuels those moments, bridging physical nourishment and digital connection.

Creative Direction

I led the development of a unified visual and narrative system that:

• Connected MadeGood’s health positioning with Nintendo’s play ethos

• Balanced brand equity across both partners

• Translated gaming culture into retail-friendly storytelling

• Maintained MadeGood’s wholesome, better-for-you identity

This required adapting tone, pacing, and visuals for multi-age resonance: kids + parents simultaneously.

Campaign Ecosystem

I oversaw creative development across a full omnichannel deployment:

Retail +
Experiential

• In-store displays + banners

• Shelf danglers

• Retail signage systems

• Union Station sampling activation

Digital +
Performance

• Programmatic video + display

• Retail media placements

• Contest landing pathways

Social +
Lifecycle

• Organic social storytelling

• Contest amplification content

• Newsletter campaigns

Every asset laddered back to one core CTA: contest entry + brand engagement.

Motion & Video Strategy

To support performance media buying, I directed short-form video production:

• 6-second display ads

• 15-second narrative cuts

• Twitch + YouTube placements

Performance Results

• 15-sec videos → 94% completion rate

• Drove 33% of contest entries

• 6-sec videos → 100% completion rate

• Drove 12% of contest entries

This validated the role of snackable storytelling in gaming environments.

Social & CRM Impact

• Organic social engagement rose to 4.8% during the campaign flight

• Newsletter open rates averaged 42.5% vs 17.6% previous year

Creative + channel alignment directly influenced participation and brand interaction.

The 2022 Back To School campaign was a success, but most importantly, it provided learnings and benchmark metrics that have served as a north star for upcoming omnichannel campaigns.

Production Leadership

Working with Nintendo allowed me to explore ideas catered to a segment that typically MadeGood would not target. Consumer behavioural insights helped to shape the emotional connection between the Human Truth and the campaign KPIs.

It was important to illustrate how gaming could be a tool to foster communication, collaboration and the creation of meaningful memories for parents and children. I tapped into my working parent’s network to listen to their stories about the shared interests that have helped them develop deep family bonds.

Those conversations inspired this storyboard.

Budget constraints required operational creativity.

I sourced and led an overseas production partner capable of delivering cinematic campaign assets while maintaining cost discipline.

Result:
→ $125K in production savings
→ Broadcast-quality outputs

This balance of craft + efficiency is core to how I lead large campaigns.