father's day campaign
Integrated Marketing • Creator Strategy • Affiliate Marketing • TikTok Shop
An integrated Father's Day campaign built around TikTok Shop Super Brand Day, combining creator marketing, affiliate strategy, and cross-functional execution to drive measurable commerce results for NOCO.
Business Challenge
one promotional moment, every channel aligned around it.
Father's Day represents a significant seasonal demand moment for NOCO, but demand alone doesn't guarantee performance. The brand needed a way to convert seasonal interest into measurable sales, and TikTok Shop Super Brand Day offered the highest-leverage moment on the calendar to do it — a single, high-visibility event where creator content, merchandising, and paid support would all need to work in concert.
The challenge wasn't running a campaign. It was designing a system that could align affiliate marketing, paid media, email, website, and public relations around one promotional moment, so every channel reinforced the same message at the same time — and delivered a measurable increase in sales against a defined goal.
Strategic Approach
the strategic system behind the campaign.
Six interlocking decisions — not a list of campaign activities — determined how creators, merchandising, and messaging worked together before a single video went live.
Campaign Messaging Strategy
Developed the campaign messaging framework that aligned creator content with seasonal customer demand, promotional offers, merchandising priorities, and campaign objectives. Established consistent messaging across creators before campaign launch.
Product Prioritization Strategy
Identified priority products based on campaign objectives, customer demand, merchandising priorities, and creator opportunity. Recommended which products creators should focus on to maximize campaign impact.
Creator Education & Enablement
Designed campaign briefs, messaging guides, educational webinars, and content best practices that prepared creators to produce high-quality, conversion-focused content.
Pre-Campaign Content Strategy
Rather than waiting for the campaign to begin, implemented a creator activation strategy weeks in advance — encouraging creators to publish content early so videos had time to index, gain engagement, build momentum, and establish social proof before shopper demand peaked during TikTok Shop Super Brand Day. Campaign success began before launch.
Content Quality Framework
Created best practices around video hooks, demonstrations, storytelling, product education, calls to action, posting cadence, and content quality to improve creator performance throughout the campaign.
Cross-Functional Leadership
Partnered across Affiliate Marketing, Paid Media, Email, Website, Influencer Marketing, and Public Relations to ensure consistent messaging, merchandising, and customer experience across every touchpoint.
Illustrative structure from the creator briefing materials developed for campaign education and enablement.
Campaign Results
the outcome.
Headline performance across sales, content, and earned media.
The campaign exceeded its performance objectives while establishing a repeatable framework for future seasonal activations. These figures are drawn from the campaign performance report; confidential revenue details are not disclosed.
My Role
what I led.
Why It Worked
the thinking behind the outcome.
Creator readiness starts before launch.
Publishing optimized content before promotional events increases the likelihood that creator content is already gaining traction when shopper demand spikes.
Creator education improves campaign performance.
Providing creators with messaging frameworks, product education, and content best practices leads to stronger, more consistent content at scale.
Integrated campaigns outperform siloed marketing.
Aligning creators, paid media, email, website, influencer marketing, and public relations around one strategic message creates a stronger customer journey and better business outcomes.
Let's talk