ROLE
CREATIVE ART DIRECTION
SKILLS
E-COMMERCE, PRODUCT DESIGN
COLLABORATORS
UX DESIGN, DEVELOPMENT
ABOUT THIS PROJECT
Fresh, Clean, Gifts
Pine-Sol’s® integrated campaign featured a limited run of Pine-Sol®-branded sneakers on its online ecosystems. With rising user engagement on both the website and social channels, we saw an opportunity to expand our engagement and meet user needs by building an e-commerce store, The Pine-Store.
Role and Responsibilities
As the Associate Creative Director, I bridged the gap between e-commerce and development, guiding the team to build an e-commerce store as an extension of the Pine-Sol® website in record time.
Challenges and Solutions
The enthusiastic response to the sneaker promotion led the Pine-Sol® marketing team to expand the product line, adding t-shirts, mop slippers, pine-scented candles, and holiday cards to the newly named e-commerce store, The Pine-Store. The first phase involved promoting the sneaker campaign with teasers on the Pine-Sol website and social media while simultaneously working on the shop’s build. This included coordinating third-party product approvals, product photography, and closely collaborating with the development team towards the launch.
Innovation and Creativity
With the store launch and new user engagement, we leveraged the buzz to cross-promote. A new campaign was created in partnership with ESSENCE, featuring the Build Your Legacy program, which awarded a $100,000 grant to support Black women entrepreneurs. The Pine-Sol website, social channels, emails, and The Pine-Store promoted the contest, encouraging users to vote for their favorite candidates.
Quantitative Impact
The Pine-Store campaign significantly boosted website conversions and impressions.
The initial launch of Pine-Sol-branded sneakers increased user and follower numbers, demonstrating high demand. The rapid build of The Pine-Store met this growing demand, and the additional products were quickly produced due to the enthusiastic response. Hashtags (#CleanAFKicks, #PineSole, #PineSoleHeat, #PineSoleGrail) extended the campaign reach, and colorful typographical treatments in social assets teased the “restock” news, generating excitement for these high-demand sneakers.
Conclusion
The Pine-Sol® campaign successfully integrated e-commerce with engaging marketing strategies, significantly boosting user engagement and brand visibility. The collaborative effort not only met immediate user needs but also created a lasting impact through innovative promotions and cross-promotional opportunities. The positive response and increased demand highlight the effectiveness of our approach in driving brand engagement and supporting broader business objectives.
The Piñon Creative is a proud POC, family-owned business with deep cultural roots.
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