⚾ How I Drove Rogaine's Creative Strategy at the Mets Game Activation

What happens when you bring a hair loss brand to a baseball game? Massive engagement! My role was to lead the content calendar and provide creative direction for a strategy that met Rogaine fans at the intersection of their interests - like sports! ⚾

The Strategy: The activation centered on normalizing hair loss conversations in an unexpected, relatable setting: a Mets game. With a barber chair booth setup featuring Vince the Barber (a trusted hair expert) and Davis Burleson's engaging interview style, we created authentic moments that resonated.

My Creative Direction:

🎯 Content Calendar Leadership: Strategically planned and placed all content based on follower insights to maximize impact

📸 Multi-Format Content Strategy: Directed creative for:

• Rogaine baseball cards to build anticipation for the event

• "Rogaine at Mets Home Opener" announcement post

• Normalizing Hair Loss

• Recaping Event

• Educational content on how to combat hair loss

🎬 Studio Briefing Leadership: Orchestrated briefings across creative, legal, and brand teams to align on vision and execution

📊 Strategic Content Placement: Analyzed audience insights to ensure every piece of content hit at the right moment for maximum engagement

The Impact: This activation was part of a broader content strategy that delivered exceptional results during my time at Kenvue - contributing to +107% reach growth (12.5M impressions), +188% profile engagement increase, and +211.5% TikTok growth across 5 global markets.

The real win? Proving that brands can normalize difficult conversations by showing up authentically where their audience already is. No clinical messaging - just real people, real experts, and real talk at a baseball game! ⚾

Want to see it? Swipe to see the content strategy that brought hair loss conversations to the ballpark!

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