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Generating excitement around a major branding campaign

Honey offers users a smarter way to shop. The shopping platform opens up instant access to exclusive savings, deals, rewards and discovery, all powered by the collective knowledge of Honey's community of online shoppers. The company’s free-to-use tools help tens of millions save while they shop online.

Challenge

Honey planned to launch its first-ever celebrity ad spot featuring Kawhi Leonard, Los Angeles Clippers superstar and two-time NBA champion, during the Lakers-Clippers showdown on January 28th. However, Kobe Bryant’s tragic and untimely death two days prior to the game meant the Mission North team had to postpone and quickly retool the launch strategy for the campaign’s debut.  

Strategy

Honey and Kawhi Leonard have deep ties to LA and knew it was not the right time to launch a comedic ad. Mission North conducted an audit to identify the appropriate time to debut the campaign, ultimately settling on the week ahead of the All-Star Game, when fans were ready for a respite from a somber season.

To maintain a thoughtful tone for launch,  Mission North evolved the campaign’s messaging to emphasize the connection Honey and Kawhi share with LA and the positive legacy they hoped to help shape. To ensure visual coverage, reporters were armed with creative assets and journalists across sports, advertising, local publications were targeted for outreach.

Impact

A feature story in Forbes kicked off the commercial day, with multiple features to follow include AdWeek, AdAge, Media Post, Campaign and Sports Business Journal Daily. On social media, the spot generated buzz across Twitter and Reddit, with consumers and reporters alike celebrating Kawhi’s newly discovered acting chops. 

Press coverage

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