NXT LVL AÇAÍ EXP.

Brand strategy &
global social rollout.

A shared creative direction for OAKBERRY across markets, connecting product quality with the lifestyle around the brand.

Explore the case
My role

Head of Marketing, USA
Project lead

My scope

Strategy, content planning,
agency leadership & rollout

Creative partner

Alegria

NXT LVL AÇAÍ EXP.
Campaign film

01 / The brief

A consistent brand,
with local relevance.

The challenge

With multiple teams and partners creating content across countries, OAKBERRY’s storytelling and visual identity had become fragmented. Each market was expressing the brand differently.

The challenge was to begin building a more cohesive global identity. This campaign would provide a shared narrative and creative direction, helping markets tell a consistent brand story while allowing for local adaptation.

My leadership

I owned the campaign strategy and led the project end to end. I developed the content pillars and themes, briefed Alegria, oversaw asset development, and aligned the global publishing plan. Together with the agency, global team and local markets, we brought a shared creative direction to life while adapting it to local needs.

01Campaign strategy &
content framework 02Agency briefing &
asset development 03Global team alignment &
shared publishing calendar 04Localization guidance &
market coordination

02 / The strategy

Two pillars.
One content framework.

The strategy paired emotional storytelling with product proof, translating the brand platform into ten content themes that markets could use consistently.

01

Emotional

Build desire and a sense of belonging through lifestyle content, everyday moments and athlete storytelling.

Evergreen videos and stills, Crave, Purple, US Open / Sabalenka

02

Functional

Build product credibility through Amazonian origin, ingredient quality, texture and OAKBERRY’s signature layers.

Açaí, Origin, Oakville, Layers, Best Ingredients

03 / The work

The strategy, made visible.

Strawberries with the campaign headline: Only the finest strawberries make it to the top.

Best Ingredients
Product storytelling

Close-up of peanut butter, granola and açaí layers.

Layers
Texture & appetite appeal

Aryna Sabalenka holding a tennis ball with the line: This is next-level tennis.

Next-level tennis
Ambassador storytelling

The OAKBERRY product
Core product imagery

Açaí, granola and a creamy ingredient shown in a macro photograph.

Açaí up close
Product detail

OAKBERRY logo and NXT LVL AÇAÍ EXP campaign signature in white and gold on purple.

NXT LVL AÇAÍ EXP.
Campaign signature

Only the finest strawberries make it to the top campaign headline over fresh strawberries. Top view of an açaí bowl topped with a strawberry, surrounded by fresh strawberries. This is NXT LVL AÇAÍ EXP campaign headline over fresh strawberries.

Best Ingredients / Social carousel
A consistent visual language across formats.

04 / The rollout

A shared plan.
Room to adapt.

I led global rollout planning and aligned markets on a shared publishing schedule. We distributed asset packages and guidelines so local teams could adapt language and relevant product claims while maintaining the campaign identity.

We also activated our major partnerships through collaboration posts, including Formula 1, SailGP and tennis player Aryna Sabalenka.

  • 24

    Weeks of planned content

    A shared calendar organized the content themes and publishing dates.

  • Monthly

    Creative asset packages

    Videos, stills and carousels, with captions and publishing instructions.

  • Local

    Market adaptation

    Guidance for translation, country hashtags and product certifications.

05 / The impact

10M+

Impressions from the first batch of NXT LVL videos.

The initial video rollout introduced the campaign’s creative direction and lifestyle storytelling.