CASE STUDIES A closer look at the work behind the results. A look at how thoughtful strategy, strong creative, and consistent execution have helped two very different brands grow.
THE WORK
When we started working with Berd, social and marketing had little strategic focus. The products were highly technical, but the brand wasn’t consistently translating that innovation into content that connected with riders or the broader cycling community.
For more than six years, we independently managed Berd’s social presence, from strategy and content planning to copy, publishing, community management, photography, video, email marketing, and launch support. We worked across the organization, from the CEO and sales team to R&D, while also coordinating with athletes, creators, distributors, bike shops, and professional teams around the world. Some of those professional teams included Trek Factory Racing XC MTB team and members from Ineos Grenadier team.
For major product launches, we helped build anticipation, coordinate messaging across teams and creator partnerships, create and publish launch content, send supporting emails, and make sure the story stayed consistent across channels.
THE APPROACH
The goal was to make a highly technical brand easier to understand while preserving what made the products so impressive. We turned product details into educational content, lifestyle photography, slow-motion demonstrations, launch stories, athlete content, and conversations that gave riders a reason to engage with the brand. One approach we took was we connected with YouTube content creators who were leaders in the industry to help tell the story.
Social also became a direct feedback loop into the business. As the primary point of contact for DMs and comments, we built a deep working knowledge of Berd’s products so we could answer customer questions directly, while routing more technical questions, feature requests, and product ideas to the right people internally. That kept Berd’s R&D and product teams closely connected to the people actually using the products.
As Berd expanded internationally, we connected with customers, distributors, athletes, and cycling communities throughout Europe, Asia, South America, and beyond. We also built relationships with major creators and professional teams, negotiated cost-effective exposure with large YouTube channels, and coordinated directly with athletes and team photographers to keep race results and imagery timely. That included working around moments ranging from major race wins to Berd riders winning Olympic gold medals.
THE RESULTS
Berd’s Instagram audience grew from approximately 1,300 to more than 18,300 followers, representing roughly 1,308% organic growth, while the content generated more than 5 million views without the use of any paid ads!
The impact went beyond audience growth. Shops, teams, and individual riders regularly told Berd they had discovered the products through social content and wanted to purchase, carry, or become involved with the brand. What began as a small, highly technical social presence grew into an international platform for product education, launches, customer feedback, athlete partnerships, and community.
THE WORK
Whiskey JYPSI is co-owned by Eric Church and Raj Alva, with product launches, partnerships, and brand moments that often carry a high level of visibility. Campbell Creative works as an embedded marketing partner alongside the internal team, regularly collaborating with leadership, the marketing director, and whiskey maker Ari Sussman on upcoming releases, business priorities, and how the brand shows up day to day.
We lead Whiskey JYPSI’s organic social presence from concept through execution, including developing content ideas, writing social copy, determining the posting calendar, publishing, and managing the brand’s day-to-day community. This also includes responding to DMs and comments, answering most customer questions directly, and working with the internal team or fulfillment partners when an issue needs to be escalated. For higher-visibility moments, we work closely with the team to make sure everyone is aligned before the work goes live.
Campbell Creative manages the brand’s email marketing end to end, from campaign planning and segmentation through copy, design, build, scheduling, sending, and performance analysis. We work closely with the internal team for review and alignment, while handling the day-to-day strategy and execution of the channel.
Influencer and creator partnerships are managed in much the same way. We identify creators who fit the brand, handle outreach and negotiation, develop campaign direction, manage the relationship through posting, and coordinate with the finance team to close out each partnership.
Our role also extends to photography and video, product launches, and paid media creative, developing assets that media partners deploy across channels like Meta and Google. For major collaborations, we work alongside the marketing director on rollout planning and then help bring those plans to life through social, photography, video, email, and other brand creative.
This work has supported collaborations and activations with Gibson, Field & Stream, Eric Church concert displays, Outsiders Radio on SiriusXM, and creative used by MAXIM in support of the sold-out first edition of Finish Seekers. The partnership also extends into broader brand needs, from vehicle creative and vendor mockups to partner assets and other opportunities that need to move quickly.
THE APPROACH
Being embedded means we are not waiting for a new brief every time something needs to happen. We know the brand, the products, the customer, and the people behind the business well enough to identify opportunities, bring ideas forward, create the work, and adjust quickly when priorities change.
A good example is Unfiltered with Ari. When the team wanted to develop a different style of organic content, Campbell Creative created the series concept and built the format around a more natural, educational approach with Ari Sussman. We developed the topics, provided the creative direction and shooting approach, and built talking points Ari could use without making the content feel overly scripted. The result gave the brand a repeatable format built for channels like TikTok and YouTube Shorts, while giving customers a more direct look at the whiskey and the thinking behind it.
That same approach carries across channels. We review email performance and customer purchase behavior, develop new segments and campaign ideas, stay connected with paid-media partners to understand which creative is working, and use those learnings to inform the next round of social, email, photography, video, and advertising assets.
Social is also treated as an ongoing conversation rather than a place to simply post and disappear. Because we manage the community every day, we have a constant read on what customers are asking, what they are excited about, what may be causing confusion, and what deserves to be brought back to the team. Over time, that proximity has also built the product knowledge needed to handle most questions directly without creating unnecessary work internally.
THE RESULTS
Since May 2025, Campbell Creative’s email campaigns have generated well into six figures in attributed revenue across 764K+ campaign recipients, while maintaining a 52.5% average open rate.
Organic social has grown alongside it. Instagram increased from 7,018 to 10,644 followers, a 52% increase, while we built Whiskey JYPSI’s TikTok presence from the ground up to nearly 900 followers. On Facebook, the brand generated 4.9K follows, up 275.9% versus the prior comparable period. Our work has also supported multiple sold-out limited releases.
For a growing brand and a lean internal team, that level of integration means fewer handoffs, faster execution, and a partner who already understands the context behind the work. An idea can move from conversation to strategy to finished creative without having to be re-explained at every step.
Campbell Creative has become part of the operating rhythm behind Whiskey JYPSI, helping the team turn ideas, opportunities, and launches into work customers can see, understand, engage with, and ultimately act on.