PENN & LYTICS | THE PENNY CAMPAIGN
When Brooke, the self confessed data nerd and founder of Penn & Lytics, approached me about creating an awareness campaign, I was stoked because (a) Brooke is an ace human, and (b) she is also dog obsessed, and was keen to include her dog, Penny, somehow. Day made.
For someone who transforms marketing guesswork into measurable strategy, Brooke needed a campaign that would not only educate her audience about Penn & Lytics but would embody her methodical approach while remaining engaging and relatable.
My first challenge was bridging our different languages. While Brooke spoke of conversion rates, measurable objectives, and spreadsheets, I communicate through visuals, storytelling and flapping my arms around. I knew that presenting a standard storyboard for her brand video just wouldn’t get my idea across well enough. So, I decided on a more unconventional approach.
I raided my daughter's toy collection and set up a mock video to demonstrate my creative vision. Using toys as stand-ins, I acted out the campaign narrative, showing how we could translate complex analytics concepts into digestible, engaging content - check it out below.
Brooke's face lit up – here was the perfect blend of data-backed strategy with creative storytelling that wouldn't overwhelm her audience.
What made this project special was how it became a true partnership of strengths. Brooke's analytical mind provided the backbone – clear objectives, measurable outcomes, real-time tracking – while my creative direction gave the campaign its heart and accessibility.
The results spoke for themselves: a 40% overnight increase in lead magnet downloads from one messaging tweak, email was unexpectedly the top sales driver, and website traffic remaining 150% higher than pre-campaign levels long after we wrapped.
This campaign wasn't just about raising awareness for Penn & Lytics – it was proof that when you marry data with creativity, when the analytical mind meets the storytelling heart, marketing magic happens. No more guessing games, just results worth measuring.
Loved this campaign, and I hope I get to work with Penny, whoops, Brooke, again soon (let’s be honest, I want to work with both of them again).
