Spot The Brand | Frontify

✒ Experiences

✒ I spearheaded Frontify's multi-award-winning Spot the Brand campaign, an interactive quiz that challenged users to find 50 iconic brands hidden within a single detailed illustration by Seek-And-Find artist Gus Morais. The campaign demonstrated how successful brand investment makes brands unmissable in a crowded marketplace.

The comprehensive campaign included multiple integrated components:

  • An interactive quiz that generated over 40,000 plays in its first iteration
  • Comprehensive email marketing campaign achieving a 20.56% open rate and a 15.86% CTR
  • A LinkedIn and Instagram strategy that netted the company a 350% increase in followers
  • Reactive marketing around the Super Bowl connecting the Kansas City Chiefs and the 49ers to the campaign
  • Paid media partnerships with Marketing Brew that became their best-performing partnership ever

The campaign delivered exceptional business results, including a 96% spike in sales leads within the first two weeks of launch, with prospects directly booking Frontify demos after engaging with the content. The initiative won multiple industry recognitions, including awards from The Drum and PR Daily, while being shortlisted for PR Week awards in both the US and UK markets.

In fact, the campaign was so successful that we decided to run it again later in the year, bigger than before. We created THREE more quizzes, for the US, UK and DACH regions, again with the help of Gus Morais. 

  • In a more direct approach, we sent out standees and promotional packs to featured brands to turn them into champions of the campaign
  • We partnered with even more media brands like AdWeek, It's Nice That, Marketing Beat and SLANTED to promote this new phase
  • We ended by getting the poster into the NYC Subway, inviting commuters to try their luck as they travel. Within a week, this had generated three serious enquiries.

Although this campaign was light on copywriting, it allowed me to showcase my skills in strategic execution - crafting a full activation phase across both stages of this project, working with freelancers and partners, and developing reactive content that capitalized on such a big cultural moment as the Super Bowl.

Client: Frontify
Illustrator: Gus Morais
Designer: Nathan Wood