A man is standing in a kitchen, smiling at the camera and holding a plate. The image has colorful text overlays with social media handles and a message that says, 'Skip the Rinse with Finish!'

RECKITT DIGITAL LAB

I was recruited to lead the newly formed Reckitt Digital Lab within Annex88 & Havas.

I was responsible for overseeing a team of creatives and producing every piece of digital content created by the majority of Reckitt brands — Air Wick, Resolve, Rid-X, Finish, Woolite, and D-Con.

FINISH #SKIPTHERINSE

You can save water by not pre-rinsing dishes. Finish wanted to get the word out, we knew normal dish washing wasn’t cutting it. This TikTok challenge encouraged people to “pass the dish” in order to spread the word and save water. People did it to the tune of over 10 BILLION VIEWS.

We created a custom audio with TikTok & partnered with influencers who we knew would reach the right audiences.

Screenshots of TikTok videos featuring various people indoors and outdoors, promoting water conservation and the #SkipTheRinse challenge.

AIR WICK VIP

Banner ads worth stopping for a few seconds to read.

Yellow background with Air Wick V.I.P. Lemon Idol pre-poop spray bottle on the left and humorous text on the right reading, "Every party has a pooper. But not everyone at the party has to know about it."
A can of V.I.P. pre-poop spray with floral design, labeled 'Rosy Starlet,' and the text 'The whole family is coming over for holiday dinner? How many bathrooms do you have?'
An air freshener spray bottle called V.I.P. Hawaiian Hotshot with a toilet graphic on the label, promoting freshness for Thanksgiving recipes and bathroom smells against an orange background.

RESOLVE SEARCH HACK

A laptop and smartphone displaying an advertisement for Resolve Pet Expert cleaning product, with a woman lying on a yellow couch hugging a dog, and a bottle of Resolve Pet Expert spray on a table.

When anyone searched for information about getting a new pet — or pet cleaning solutions or services — we served them a clever ad urging them to buy Resolve.

Once clicked, a tailored landing page had relevant messaging that corresponded with the specific keyword category searched. From the landing page, people were directed to the Amazon product page to immediately purchase Resolve.

Open laptop with Google homepage, search results for puppy mess training, Resolve pet mess cleaning, and an advertisement for Resolve pet stain remover.