TIA
CRAFTED A NEW PARADIgm IN WOMEN'S HEALTHCARE
PROBLEM
Tia’s model was complex to explain, making it difficult to pre-sell memberships to their clinic.
SOLUTION
After simplifying Tia’s value proposition and reworking their key communication assets, they not only sold more memberships–the rework lead to series A funding.
RESULTS
Raised $100M in series A funding upon release of a new messaging campaign.
TESTIMONIAL
“As a founder with an obsessive passion for my company’s mission, it’s evermore important to take a step back and bring in outside eyes and ears with fresh perspectives. Micki was an amazing partner who helped me turn the raw nuggets of ideas in my head into clear communications that the world can understand.”
CAROLYN WITTE, CO- FOUNDER & CEO
UPSIDE
ELEVATED & EXPANDED A VIBRANT COMMUNITY PRODUCT
PROBLEM
The Upside, a membership based community of elite business consultants, had experienced slower-than-expected growth post-pandemic. The founder needed to expand enrollment, and increase revenue.
SOLUTION
Full marketing and business audit to uncover opportunities.
Product line optimization: Adjusted the range of products offered to better meet customer demand and improve profitability.
Built a referral system and program to maximize conversions.
Elevated brand perception with a complete rebrand: Brand identity, website redesign, and a full suite of graphic assets to use across products.
RESULTS
2X EBITA IN 2022–and 2023.
New business strategy and growth plan.
Founder cut her work hours in half.
Raised prices and still maintained a robust pipeline.
CDC
BREAKING VACCINE BARRIERS
PROBLEM
Low COVID 19 vaccination rates among Hispanic Americans, African Americans, and Women Caregivers, and a lack of data on vaccine hesitancy.
SOLUTION
We worked with The Global Health Crisis Coordination Center (GHC3), supported by the CDC Foundation, to increase vaccination rates among minority and hard-to-reach populations. The strategy included:
Conducted extensive research and digital ethnographies on TikTok and X to identify key influencers and understand vaccine hesitancy dynamics.
Collaborated with key partners such as BLK + Cross, Rollins School of Public Health, and Johns Hopkins University.
Developed a framework combining medical expertise with cultural insights.
Created toolkits for health workers and community ambassadors to effectively disseminate narratives and counter-narratives.
RESULTS
Disparity Reduction: Reversed the vaccine disparity, with Hispanic vaccination rates surpassing White populations by early 2022. Reduced the vaccination rate gap between Black and White populations from 14 to 5 percentage points.
National Impact: Presented our successful strategy to The National Association of County Health Officials (NACCHO), reaching nearly three-quarters of the U.S. population.
Community Engagement: Launched a local ambassador program and developed a powerful social media toolkit, significantly amplifying our message in key communities.
SAMSUNG
LAUNCHED A GLOBAL SECURITY PLATFORM
PROBLEM
Samsung needed a targeted awareness campaign to launch a mobile security solution. The campaign required strategic rigor and effective messaging from the start, but they struggled to communicate their offering effectively to their audience.
SOLUTION
Conducted research in 4 countries with IT professionals and end users to form a messaging strategy, creative brief, and testing plan.
Developed the "Humans Will Be Humans" campaign to showcase how Samsung Knox allows employees to use their work phones for personal activities without compromising security.
Focused on regulated industries to create thought leadership content and other sales materials.
RESULTS
The campaign led to 2.5x higher consideration for Knox and 3X higher preference for Samsung.
Achieved 90 million impressions across major global media platforms.
Record-breaking audience engagement: An average video completion rate of 64% led to 840,000 click-throughs to the Samsung.com hub, 55% above the industry benchmark
