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Overview
Overview
In 2024, UC Davis launched the "Year of the Eggheads", one of the university’s most ambitious branding and marketing initiatives, celebrating Robert Arneson's iconic Egghead sculptures. This campaign introduced the Arneson Egghead Collection, sold at the UC Davis Store, Manetti Shrem Museum Pop-up, and Lost Pattern.
The kick-off celebration included a museum exhibit, VIP gala, library exhibits, live music, poetry, art tours, retail experience and more. The campaign also produced an immersive Egghead website, a 30-minute documentary Unexpected Legends: Arneson, Eggheads and Arts at UC Davis streaming at PBS website.
Campaign Impact
Campaign Impact
$26M donation (largest in UC Davis hist.)
$4.1M raised for Alumni Relations
$1.8M+ est. total impressions
$225k+ in sales
250k digital ad impressions
Key Contributions
Key Contributions
Spearheading the influencer marketing campaign with 8 influencers, reaching 75K+ views across social media by sending out curated PR packages and coordinating with Lost Pattern for affiliate links and linking to TikTok Shop.
Designed promotional marketing assets for print and digital like brand website assets, merchandise, social media, etc..
Assisted in event planning and activations, like the Year of the Eggheads launch, drawing 100+ attendees
Led partnership outreach internally and externally
Influencer Marketing
Influencer Marketing
Digital and Print Design
Digital and Print Design
Merchandise Design
Merchandise Design
Events
Events
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