Portfolio
Briefs, cracked. Selected.
A working portfolio of strategic problems and how I approached them.
- HealthcareSocial
Business challenge
A category weighed down by shame, drowning in symptom-and-benefit messaging, and starving for cultural relevance, with no permission to show up in the moments that actually mattered to people.
Audience insight
Poop talk is the love language of real comfort and closeness. In a category defined by stigma, talking openly about your gut signals a new kind of intimacy: one rooted in honesty, care, and emotional safety. Once that permission exists, the brand earns the right to show up anywhere the conversation goes, even the sidelines of a major sports moment.
Phase 01Always-on socialStrategic approach
Built a cohort-led social strategy around the real mindsets, relationships, and moments where digestive health actually shows up in people's lives, turning a taboo into a cultural conversation the brand could lead.
Results
38.5M organic impressions, 1.4M engagements, and 552K shares in the first four months, turning a stigmatized category into a culture-led growth story.
Phase 02GOOOOOO #2 campaignStrategic approach
Extended that permission into a March Madness moment, sponsoring #2 players in the women's tournament who made it to the Sweet 16 and partnering with eight athlete creators to spotlight how MiraFAST's sweet, gentle relief keeps athletes in the game when pre-game gut troubles hit.
Results
28.75M total impressions, including 28M earned press impressions (Sports Illustrated, Adweek, Little Black Book, Front Office Sports) and 722K organic social impressions across athlete partners, proving a socially-informed pharma program can break through at a tentpole cultural moment.
Watch
MiraLAX GOOOOOO #2 campaign case study.