Eggheads: 2025 Spring Campaign

Overview

As the Year of the Eggheads wrapped up, we launched a final push during Picnic Day weekend to celebrate the Eggheads and drive sales of the Arneson Egghead Collection. The Egghead Pop-up Shop ran on Picnic Day, offering discounts and bundle deals. Campaign partner Lost Pattern offered online discounts, UC Davis Stores promoted in-store and online deals, and Housing and Dining Services featured collector cups with Gunrock meal purchases.

Strat Comm also partnered with the Craft Center to host an Egg Decoration Station, where visitors could decorate wooden eggs with free supplies and take them home.

To promote the campaign, the team produced print and digital signage, social media ads, organic posts, and secured a live television feature with KCRA, the events page, and shared by campus communicators.

Campaign Impact

589k total impressions

353k social media views

270k digital ad impressions

4.21% CTR (576.7% higher than industry benchmark)

Key Contributions

Directed creative campaign, leading concept development through mood boards, shot lists, model recruitment, and photography/videography/content creation.
Designed promotional assets, including print/digital signage, paid ads, and organic posts.
Organized retail pop-up activations with partners (Craft Center, Housing and Dining, UC Davis Stores), including logistics planning.
Managed @ucdaviseggheads Instagram, creating paid/organic content, hosting giveaways, and collaborating with Lost Pattern and UC Davis Store partners.
Supported reporting, financial tracking, event logistics, Lightspeed sales, and customer service.