CATEGORY DEFINING BRAND CAMPAIGN.

Brand Supervisor · Ogilvy

Brand Campaign · Integrated · Consumer · Launch

OVERVIEW

Following a partnership with IKEA, TaskRabbit needed to expand reach, awareness, and trial among a new generation of users. The brand had limited category recognition in a large, fragmented market — and no integrated campaign history to build from.

I led a 30+ person cross-functional team through TaskRabbit's first-ever integrated brand campaign — from big idea through reporting and optimization. The creative platform, Do Away With To-Do, defined the category and gave the brand a clear, ownable position: the intuitive solution for people overwhelmed by their to-do list.

WHAT I OWNED

Cross-Functional Team Leadership: Led a 30+ person team across media, social, strategy, creative, and production from brief through launch and optimization — managing timelines, budgets, and stakeholder communication including board-level reporting.

Creative Production: Oversaw production of hero videos scaled for programmatic and social, campaign key visuals deployed across internal and partner channels, and a branded content partnership with BuzzFeed including articles, quizzes, and video.

Integrated Media Planning: Built the media plan from audience behavior insights — quantifying the target audience, mapping media consumption, and developing a geo-prioritized approach across programmatic, social, video, OOH, and radio aligned to IKEA rollout markets.

Reporting & Executive Communication: Established a reporting cadence and executive communication strategy for board meetings, translating campaign performance into business language for senior leadership.

THE CHALLENGE

TaskRabbit needed to do two things simultaneously: define a category that didn't yet have clear language, and build brand awareness from a low base in a crowded market. The platform Do Away With To-Do gave them both — a category name and a brand voice — in a single creative idea.