Big Grit
After a year re-defining our target customer and positioning with executives and leaders across Keap, I worked with my team and our agency partner, Belief, to launch Big Grit as a beacon to entrepreneurs.
Shot during COVID and designed to celebrate how business owners make a way in hard times, we brought our customers’ stories to life.
We launched season one with a modest budget for distribution, but were still able to improve Keap brand search impressions by 16% quarter over quarter. That coupled with the qualitative response from sales and internal excitement resulted in a significant increase in funds for season two and distribution in 2021.
My role:
Executive creative strategy and direction
The team:
Stephanie Haworth, creative and art direction
Derek Harju, copywriting
Brandon Clute, design
Devin Pitcher and Jimmy Wilson, web development
Belief, agency partner