STRATEGY

Trade Street Jam came to Joybyte when their business was really hurting. They had an unsuccessful product run due to a manufacturing issue and were at risk of shutting down, even with all profits going directly back into the business as well as using personal funds. They wanted to create buzz around their business and spread awareness for founders that might be experiencing hardship – as well as generate sales.

CAMPAIGN EXECUTION

We approached this ambassador and organic social campaign with full transparency. For organic social, we worked with Trade Street Jam’s owner, Ashley Rouse, to create a deeply personal video series outlining the business’ hardships to date and explaining the All Founders Need Therapy initiative. The videos received much praise from the community for being real and authentic and generated 33,158 views across four videos on Instagram and TikTok. We continued to work with Ashley to create new recipe content as well as additional videos about her entrepreneurial journey.

On the ambassador side, we reached out to other business owners and black and female creators and asked them to spread the message that all founders need therapy and share Ashley’s story with their followers. The creators were excited and happy to be a part of it. The result was publicity on the Tamron Hall Show, Gayle King, and a place on the coveted Oprah’s Favorite Things List. At the end of the 6-month campaign, Trade Street Jam received nearly 80 fully-licensed pieces of creative from 49 creators.