When the world’s largest retailer came to help modernize their aging bulk brand, Sam’s Club, we had to get unconventional. From quick-fire social plays to sharing a writer’s room with Kevin Hart , we were able to garner tangible results, impressions and most importantly, new memberships. I had the privilege of pitching and leading the creative push for Sam’s Club at VMLY&R since 2020.
Merry Like This (Holiday ‘22)
We wanted to give the world a way to holiday that was memorable, while keeping the pockets jolly all season long. Everything from in-store to influencers brought this campaign to life.
Rather than creating a traditional holiday spot, we mocked a holiday movie trailer. Tropes and all.
A budding singer/songwriter to the stars (Ariana Grande, Rihanna, Beyoncé) named Kirby Lauryen blessed the campaign with a holiday jam that’s streaming all over the place. We handled the cover art.
Super Bowl “Like A VIP”
For Super Bowl LVI, we informed everyone that they could now use our Scan & Go app at Sam's Club and shop like a VIP. Scan and pay on your phone, without the hassle of a checkout line.
Director: Steve Miller // Production: Radical Media
Results:
- 206K New Memberships
- 4 Billion Earned Impressions
- 268 Million Paid Impressions
- 38K app downloads
- 42K social mentions
Member’s Mark - Made With Our Member & Planet In Mind
Sam’s Club has been far ahead of the sustainability game that everyone seems to play these days. The relaunch of their private label brand, Member’s Mark, shed light on just a handful of the initiatives and goals set to become the planet’s most responsible brand.
Director: Nic Yiallouris // Production Company: The Mill
Bring The Merry (Holiday ’21)
Not going to remind you of what 2020 did to the holidays. In 2021, we decided to double-down and BRING THE MERRY. It started as an innocent Kevin Hart cameo and turned into him renaming the store and bringing his friends along for the foolishness.
The holiday push led to 320M impressions, reached 57M across various channels and earned $1.13M in visit revenue.
Elton John Eyewear - Look Yourself
We linked with the one & only to launch his exclusive eyewear collection at Sam’s Club and Walmart. We created a suite of digital executions, including lyrical eye charts, virtual try-ons, and TikTok videos. He then asked my team to pen a song for the campaign. We wrote it, and he sang it without a change.
