Happy Dad Campaign
The Problem
The goal of this campaign was to increase brand awareness and drive sales for Happy Dad.
The main goal was to connect with a college audience in an authentic, high-energy way. Through a mix of social content and in-person activations, the focus was on creating visibility both online and in real life.
The Solution
I executed a campaign that combined social content with in-person activations.
I created and posted Instagram and TikTok content that was fun and culturally relevant. Alongside this, I drove engagement through experiential marketing—organizing merch handouts and leveraging bar tabs to create buzz, encourage product trial, and spark conversations.
Happy Dad on Instagram
The Outcomes
The campaign led to increased brand visibility and stronger consumer interaction both online and in real life. As a result, more bars in Knoxville began carrying Happy Dad, and existing locations increased their orders. The brand also gained noticeable popularity among college students and peers.
Happy Dad on TikTok
