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Digital Strategist  |  Content Writer  |  Brand Manager

Kris White

Ballast Point New Product Launch - Digital Strategy & Content Writing


As Digital Brand Manager in Marketing & Communications for Ballast Point, one of my roles included the digital strategy for all new product launches.

We created an integrated brand campaign to associate Sculpin IPA with summertime activities and making the most of your summer.

My role:

We created a omni-channel campaign to celebrate our flagship beer and make it the premium go-to summer beer. After all, summer is short—make it count. 

  • Worked on campaign conceptualization & overall strategy

  • Created & published promotional social assets (copy, photography, videography, consumer response)

  • Worked with PR teams & media agencies to manage communication & projects

  • Wrote website copy & worked with agency on microsite design/functionality

  • Worked with media team to secure ad buys based on target markets & campaign goals

  • Worked with sales teams to identify key regions for targeted social ads

  • Worked with legal teams to secure prize fulfillment

Product launch campaign strategy example:

Integrated campaign assets:


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