A campaign doesn’t have to target the entirety of Gen Z to go viral. Sometimes it just takes one person.
Rosewood Creative turns small budgets into big ideas
Rosewood Creative, a social-first creative and production agency, is proof of that. The agency, founded in 2013 by Managing Partners Amir Mohamadzadeh and Matt Bauer, turned small budgets into big ideas in 2021.
The agency was tasked with helping eco-friendly laundry brand Ecos launch its liquidless laundry sheets, but without the budget of a major laundry competitor. So, instead of a broad campaign to reach all young clothes washers, Rosewood embarked on a social media campaign to convert just one Gen Zer.
An entire social campaign was created around TikTok user Max Okazaki. The agency posted a billboard and fliers in his hometown, recruited social influencers that Max followed and revamped the brand’s website all tailored specifically to this one person.
In the end, the campaign was victorious—Max bought Ecos’ laundry sheets and the brand scored a lot of social media attention with influencers. The resourceful and creative idea is emblematic of Rosewood’s other work, such as partnering with influencers from the deaf community to create a curated playlist for the release of Apple’s film "CODA," leading to more than $3 million in revenue growth for the agency in 2021.