STRATEGY
BRAND GUIDELINES
DIGITAL EXPERIENCE
CAMPAIGN + VIDEO
BRAND MESSAGING
SOCIAL
ART DIRECTION
DIGITAL MARKETING
PERFORMANCE MARKETING
We understood that a brand with an emphasis on social good would also greatly benefit with a more involved social media presence. Our team developed weekly content plans, handled daily page management, and created engaging UGC campaigns featuring influencers at home with their fresh from farm to home produce. Luminary updated messaging with slogans such as “B.Y.O.F” ( Build Your Own Farm) to communicate Willo’s unique point of difference as the first AI personalized farming experience. Willo’s social following grew 3X quickly. We created and deployed AD’s which provided the brand with key insights and market research derived from A/B testing of copy + visuals to better identify Willo’s core member demographics.
Willo's refreshed web experience was featured on Httpster after launch.
After directing and producing new imagery & video featuring a diverse cast to represent all Willo members we positioned vertical farming as an approachable exciting new industry leader and captured the Willo greens with an editorial lens to speak to the luxury market. The newly minted website also grew the community by offering new features such as a member recipe section, customer reviews, and a sitewide tagging system that offered definitions to industry specific terminology to educate newcomers about the world of vertical farming. The rebrand launched just in time for major press features like Goop and their 2022 brand reset to communicate more effectively with their consumers & optimize the member conversion.
