The 12 Moods Campaign was a year-long initiative by Skullcandy that celebrated the emotional power of music through monthly themes—each represented by a specific mood, color, limited-edition product, athlete documentary, and artist performance. The campaign aimed to carve out a unique space for us in a competitive market, showcasing our brand's identity and values through vibrant, engaging content. My contributions included product photography, art direction, the creation of social collateral, and the design and implementation of a standalone site that highlighted each month's mood in order to amplify the campaign's reach.
The campaign was a significant success, driving over 93 million impressions and 20.4 million video views within just five months. It also led to a 175% increase in e-commerce revenue and attracted 135,000 new Instagram followers. By focusing on emotional touchpoints rather than just product specs, we were able to foster a deeper connection with our audience, allowing consumers to engage and self-identify with the brand.
