The work that I'm most proud of:
The year of Take5 relaunch kicked off with SXSW.
How do you remix the SXSW for millennials who can see through your marketing bullshit faster than they can swipe left?
We started with an insight that is key to the event, the endless amount of useless swag you collect during the week and we remixed the experience by letting attendees exchange that swag for stuff that they actually wanted; experiences, tech and sweet gear.
The key to the success was social content amplification, both locally to give us a large share of voice in Austin and nationally to make the localized event relevant to the larger millennial audience we were wanting to get in front of.
Wingstop and weed were mentioned together over 20,000 times on Twitter alone and April 20th was one of Wingstop’s top 10 sales days of the year. After Colorado went “full weed” and other states started following, we found a perfect opportunity to draft off of the cultural zeitgeist that was clearly relevant to our consumer.
We celebrated the holiday w/ our consumers by creating a 24 hour piece of content that took over social, the website and ran on Adult Swim and Vice channel for 15 minute blocks. All to mesmerize our somewhat lifted viewers to make an online order.
It worked :)
By 2016, it was clear that agencies and brands needed to re-think how they created branded content for social channels.
By integrating community management and a traditional creative team and allowed them to focus on our brand and their community, we were able to move quickly from community insight or cultural opportunity to execution of a creative idea.
The Flow Team later became a fully functioning content studio at Barkley and lead to some of our most impactful, award winning and most talked about work.