My role
- Brand Strategy
- Campaign Development
- Creative Direction
- Editorial Strategy
- Cross-functional Leadership
01
The Opportunity
I was mapping out our brand strategy for the year when I realized Reese’s Book Club was about to hit its 100th Book Pick. No one had briefed a campaign around it yet, but the moment immediately felt bigger than another monthly announcement. One hundred books meant one hundred stories, one hundred authors, and years of readers showing up month after month.
Once I surfaced the opportunity, the idea quickly grew across the company. Integrated Marketing started thinking about partners and activations, Creative and Editorial began developing new formats, and teams across the business saw ways to participate. What began as an observation became one of the biggest cross-functional campaigns we had ever built.
02
The Campaign
Once we had the opportunity, the question became: how do we make the community feel like they’re celebrating this milestone with us—not simply watching us celebrate ourselves?
That idea shaped the entire six-month campaign. Instead of treating the 100th Pick as one announcement, we used the months leading up to it to revisit the stories, people, and moments that had shaped Reese’s Book Club along the way. Social, editorial, live experiences, creator partnerships, retail, and brand collaborations each became another way for readers to participate.
Campaign architecture
One idea, many ways to join in.
Build anticipation.
Countdown to 100 ↗ · Page 100 ↗ · First Line ↗ · Books Are My Happy Place ↗
Bring the celebration to readers.
Author Happy Hour ↗ · Plot Twist ↗ · Little Free Libraries ↗ · Community Events ↗
Make the milestone travel.
Brand collaborations ↗ · Retail activations ↗ · Teacher appreciation ↗ · Creator storytelling
Reveal the 100th Pick together.
Campaign identity · Social creative · Live programming · Community celebration
03
Bringing It Together
The campaign touched so many teams and formats that we needed a way to show how all the pieces connected. Our one-minute campaign film brought the six-month story together—from editorial and reader experiences to partnerships, community programming, and the reveal of the 100th Pick.
Across all of it, the creative filter stayed the same: the milestone belonged to the people who made it possible.
The campaign in motion
Six months in one minute.
Editorial, partnerships, experiences, and community—brought together in the campaign film.
04
What Happened
The campaign became one of Reese’s Book Club’s largest community moments to date, reaching readers across social, editorial, partnerships, retail, and live experiences.
- 415MCampaign impressions
- 236KNew followers across platforms
- 1,300+Readers brought together through in-person events
- NYT BestsellerThe 100th Pick reached the New York Times list
- 6 monthsIntegrated campaign across editorial, social, events, partnerships, and retail
Best Overall Social Presence—Brand
Arts, Culture & Lifestyle Campaign ↗
05
What Stayed With Me
RBC100 reminded me how much strategy can start with simply paying attention. Nobody handed me a brief for the 100th Pick—I noticed we were approaching the milestone and asked whether it could mean something bigger.
What I’m proudest of isn’t only the scale of the campaign. It’s that the idea gave so many people across the company something to build from, and ultimately turned an internal milestone into a celebration that belonged to the readers, authors, and community who made it possible.