Louisville slugger
My first at-bat for a big pitch was Louisville Slugger. My concept led, and we won that pitch — and the agency’s first AOR contract to boot. For the next five years I wrote nearly every piece of copy Louisville Slugger turned out, from social media to two website rebuilds to POP to print ads to digital media to product videos covering baseball and both flavors of softball. Bats, balls, helmets, gloves (catching and batting), training equipment, bags, and more: I wrote it all.
The two biggest pieces of work bookended my time on that account: a bat drop scavenger hunt the morning after the Cardinals beat the Rangers in the 2011 World Series to kick off our partnership with the brand, and a rebrand in 2013 — only their second ever since the company founding 1884.
World series bat drop
We knew when we took Slugger on we had to jumpstart their online presence. So when the Cardinals beat the Rangers in St. Louis, we were there the next morning to drop off numbered commemorative baseball bats all over town and post clues on social media. I helped conceive the idea, then wrote every clue, flew to St. Louis, and managed community response during our 16-hour-long bat drop odyssey.
143% Increase in Facebook Followers
161% Increase in Twitter Followers
834% Increase in Facebook Chatter
Best Contest/Promotion/Sweepstakes, 2012 Omma Awards
leave your mark
Assisting Louisville Slugger in only their second rebrand since 1884, the entire agency pitched in lines and ideas — but ultimately my line, “Leave Your Mark,” became the tagline for Slugger’s reinvention. “Leave Your Mark” was a nod to the bat’s signature branded logos — and a call to action for tomorrow’s baseball heroes to step up to the plate.