THE CHALLENGE

Bobcat needed to evolve from a functional equipment brand into a culturally relevant lifestyle brand.

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The goal wasn’t just awareness, it was to:

• Build emotional connection + brand affinity

• Increase favorability among a new growth audience (“Groundbreakers”)

• Stay relevant across an entire year-long campaign lifecycle

At the same time, we needed to:

• Operate at scale ($7MM investment)

• Maintain efficiency across platforms

• Shift perception without losing core credibility

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THE INSIGHT

“Groundbreakers” don’t just use Bobcat. They identify with what it represents.

From audience research:

• They are driven by ambition and risk-taking

• They value boldness in brands

• Their media behavior mirrors this — they live in:

  • social feeds

  • creator ecosystems

  • high-energy cultural moments

This meant Bobcat couldn’t just show up in media. It needed to act like a culture-first brand

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THE STRATEGIC APPROACH

Reposition Bobcat as a lifestyle brand through social-first storytelling

I built a strategy centered on:

Social as the Primary Engine

• Not a support channel, but the core driver of perception

• Role: connect all brand moments and build emotional resonance

• Creator-led storytelling as the backbone

Full-Funnel, Year-Round Architecture

Instead of bursts, we designed a sequenced system:

• Awareness: Maximize reach + category relevance

• Engagement: Introduce creators + storytelling

• Affinity: Deepen connection with high-engagers

• Loyalty: Build community + advocacy

The “Echo Effect” Model

We created a system where:

• Cultural moments generate creator-driven content, paid media extends its reach, and retargeting deepens engagement. Together, these layers create sustained momentum rather than one-off exposure.

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EXECUTION

ALWAYS-ON PAID SOCIAL FOUNDATION

Across Meta, TikTok, and Reddit:

• Meta

  • Scaled reach + frequency

  • Broad + interest-based targeting (DIY, home improvement)

• TikTok

  • Entered creator-led spaces

  • Leveraged behavior signals (projects, renovation, lifestyle content)

• Reddit

  • Contextual + community targeting

  • Embedded in real conversations (threads, subs)

CREATOR-LED STORYTELLING

Instead of polished brand ads:

• Leaned into authentic, in-feed content

• Focused on:

  • POV storytelling

  • project culture

  • “Watch Me” mindset

This aligned with how Groundbreakers actually consume content.

SECOND-SCREEN + CULTURAL MOMENTS STRATEGY

We tapped into real-time behavior:

• TikTok: real-time cultural spikes

• Reddit : live conversation hubs

• Meta: scheduled event-based delivery

TENTPOLE AMPLIFICATION SYSTEM

Example: Festival activation

• Capture:

  • Creator POVs

  • behind-the-scenes

  • fan reactions

• Amplify:

  • TikTok TopFeed

  • Spark Ads

  • geo-targeted Meta

• Extend:

  • Retarget engaged users post-event

WHY IT WORKS

• Meets audiences where they actually spend time

• Aligns with how modern consumers:

  • discover

  • engage

  • build brand relationships

• Balances:

  • scale (Meta)

  • culture (TikTok)

  • context (Reddit)

MY ROLE​

• Led paid social strategy development

• Defined:

  • channel roles

  • audience approach

  • full-funnel structure

• Built:

  • platform-level execution plans

  • creator amplification approach

  • retargeting framework

• Partnered cross-functionally with:

  • planning

  • creative

  • platform reps

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