A major hardware launch required a culturally relevant, technology-forward campaign to showcase 5G and AR capabilities. Four separate organizations, a carrier, a hardware brand, an entertainment studio, and a social platform, each had relevant assets but no unified strategy. Aligning four distinct brands with different audiences, objectives, and stakeholder structures into a single coherent launch experience required significant orchestration.
Co-develop the exclusive promotional offering and launch GTM strategy across all four partners. Coordinate partner campaign design, product positioning, narrative development, and asset creation across organizations. Co-lead the partner campaign strategy and gain alignment from the entertainment studio and social platform on their supporting roles.
Worked across all key cross-functional stakeholders in each organization to align the co-marketing campaign and its GTM structure. Co-developed the launch support strategy: an aligned product narrative and positioning across all partner materials; provided key inputs and support for the AR creative experience (5 high-fidelity environment-aware lenses featuring Marvel characters, 50+ VFX elements, optimized for low-latency 5G performance); partnered to create exclusive availability and access tiers tied to 5G network capability.
Co-led the full-funnel partner marketing strategy, establishing media sequencing and social support activations from the entertainment studio and social platform, and ensuring all partner channels told a unified story at launch.
The campaign won the Webby People’s Voice Award. The experience reached millions of users across the Snapchat platform, generated significant earned media coverage including AdWeek, and successfully positioned the hardware device as the premier 5G consumer experience at launch.