WASA Knäckebröd: The Cross-Platform Social Engine
The Mission: Accelerating Engagement for a Premium Heritage Brand
When Zeno Group brought WASA into the digital pipeline, the commercial objective was to inject modern cultural energy into a classic, premium heritage brand to capture younger consumer demographics. The core operational hurdle was establishing immediate visual thumb-stoppability within hyper-saturated, fast-moving social feeds. We needed to transform a traditional, static product profile into a high-octane social content engine that drove massive consumer engagement metrics without diluting the brand’s elite European equity.
The Move: Engineering Analytical Performance & Native UI/UX Foresight
To command the timeline, I orchestrated a complex, multi-tiered content production pipeline that bypassed predictable studio setups and focused heavily on high-yield asset velocity. I took complete ownership of the creative direction, establishing strict workflow governance across social squads, food stylists, and post-production editors to build a deep, cross-channel asset library.
Our strategic breakthrough relied on Native UI/UX Foresight. Instead of framing video compositions in isolation, I mandated a strict design protocol that mapped our visual safe zones directly around Instagram and TikTok's native platform interface overlays (the profile icons, caption text boxes, and sidebar metrics that typically clutter the screen). By engineering our shots so the primary product assets and crisp typography sat perfectly insulated within these interface dead-zones, we protected the branding from being clipped or obscured by the app's UI. This analytical and spatial discipline paid off immediately, driving our final content footprint to a 20.19% Reels view-rate—shattering our baseline campaign targets by a staggering 68%.
The Move: Engineering a High-Energy Rock Concert Environment Inside a B2B Convention Space
To capture maximum institutional engagement, I directed the comprehensive spatial and environmental design of an interactive, multi-sensory karaoke installation built explicitly for the convention environment. Every detail of the physical footprint was engineered to project premium brand equity—from scaling an oversized, custom microphone integrated directly into the body wash hardware, to deploying automated theatrical smoke effects and specialized lighting rigs to replicate a high-energy rock concert stage.
Assuming absolute ownership of the production pipeline, I established tight workflow governance across external technical vendors and multi-tiered creative squads. To maximize capital allocation under intense convention parameters, we mapped out a multi-camera capture protocol to record stakeholder interactions from an innovative, product-centric "showerhead" perspective, seamlessly turning a corporate showcase into a high-visibility brand landmark.
Unforgettable Stardom: The Corporate Earned-Media Engine
The Tactical Execution: Omnichannel B2B Takeaways & Organic Network Amplification
The tactical climax of the experiential footprint focused on transforming executive participant engagement into an automated, cross-platform content distribution engine. Every retail stakeholder who stepped inside the physical installation was delivered a customized digital takeaway package: a synchronized studio audio track and a high-definition video capture engineered from our native showerhead camera angles.
“Free your mind and the rest will follow”
Unforgettable Stardom: The Omnichannel Capital Takeaway
By engineering this frictionless digital deployment pipeline, we successfully converted a temporary on-site showcase into an organic brand amplification machine. This strategic framework invited an audience with an audience—empowering influential retail leaders to share their personalized "stardom" content directly across their corporate networks and digital ecosystems. This user-generated momentum generated an exponential secondary reach that shattered traditional B2B communications, proving to global retail partners that Gillette commands the vanguard of modern consumer culture.