THE INTRO
Displate had strong product-market fit, a growing catalog, and deep roots in fandom.
The problem was awareness, especially in the U.S. Most potential customers didn’t know Displate existed, or understand what made it different.
This wasn’t a conversion problem. It was a demand problem.
Customers often encountered Displate through individual designs or promotions, without understanding the product, the craft, or its value as a collectible.
Without that clarity, performance marketing had limited room to scale.
MY ROLE
I partnered with leadership across brand, performance, and product to define the problem and build a path forward.
We aligned on three goals: increase U.S. awareness, clarify product differentiation, and drive qualified traffic that performance could convert.
I led strategy, narrative, and creative direction across video, digital, and owned channels.
THE SYSTEM
Rather than a one-off campaign, we built a repeatable demand system.
About Displate became the platform for introducing new audiences to the product, the craft, and the emotional value of collecting what you love.
It clarified the essentials: premium metal, magnetic mounting, licensed designs, and fandom as self-expression.
And created a scalable foundation for how Displate shows up across channels and markets.
THE WORK
The platform came to life through brand-led creative designed to educate and build trust.
A hero film, modular cutdowns, and supporting visuals showed the product in context, how it looks, how it mounts, and how it transforms space.
Everything was built to scale across paid, owned, and future brand touchpoints.
THE RESULTS
In U.S. markets exposed to the campaign:
Unaided awareness increased from 6% to 22% (+16 pts)
Brand search grew 9–17.4%
Overall U.S. awareness rose to 11.7% (+1.7 pts), with higher lift in key states
Creative rated “Excellent” by Google (ABCD framework)
More importantly, the work established a durable foundation for demand, shaping Displate’s creative strategy, performance marketing, and product storytelling well beyond the initial campaign.
