If you’ve ever had açaí, you know, few things, except for maybe ice cubes on asphalt in Georgia in July, melt as fast. And if you’ve ever tried to blend a bowl of it yourself at home, you also know even the most expensive Vitamix can’t break those chunks.

For açaí lovers, there’s Açaí-to-Go. Packaged to be creamy yet still freeze-y, it holds its shape long enough to actually enjoy it. But the company was struggling to get across that USP.

My objective was to simultaneously generate brand awareness and drive revenue through subscription model. The tactical solution was a creative campaign optimized for social selling through multiple platforms and conversion-oriented Shopify landing pages. We’d grab attention with unpredictability and raise awareness with smart messaging (capable of running at a high frequency with lots of versioning for different stages).

Note: this campaign’s got some culturally timely references, running at the height of #FreeBritney and narrowly targeted at moms and millennials old enough to remember the 90s.