Molekule x Bobby Berk

After conducting a 12-cohort audience analysis, I uncovered a key insight: home design and home improvement content significantly outperformed other categories with our target audience. Using this data, I developed and executed a multi-pronged campaign centered around a strategic partnership with Bobby Berk, design expert and star of Netflix’s Queer Eye. The campaign spanned both the holiday season and a post-holiday push, positioning clean air as an essential part of a well-designed, healthy home.

The approach combined white-listed and dark social ads to maximize reach and performance by creating lookalike audiences similar to Bobby's, supported by media interviews and bespoke content tailored to resonate with design-conscious consumers.