Ace Hardware: Loud Mouth Barbecue

Challenge:

Introduce Loud Mouth Barbecue—a bold, irreverent new grilling brand—into a crowded market, building awareness and engagement from the ground up with no existing social footprint.

Goal:

Drive rapid brand awareness, grow page followers, and spark high levels of engagement, ultimately setting the foundation for long-term brand affinity and product consideration.

My Role:

As Director, I led the development and oversight of the campaign strategy while guiding a team of paid media strategists, creative collaborators, and analysts. I provided strategic direction, coached team leads through testing frameworks and creative reviews, and ensured our execution delivered results quickly and cohesively.

Within the first month of launch, the campaign reached nearly 3 million users and delivered over 4.5 million impressions, creating strong brand visibility for Loud Mouth Barbecue. Page followers increased by more than 6,200%, and we drove over 20,000 users to the brand’s page. The campaign also generated close to 50,000 engagements, ranging from likes and comments to shares and saves, building momentum and buzz around the new brand. Meta also attributed at least 215 direct purchases to the campaign, underscoring early signals of strong product-market fit.