Hannah Davis Tsumoto
Community-first brand building
I build brands through communities. I create connections - ones that bring brands closer to their consumers and their cultures, and makes them proud to be advocates. I aim to make my work memorable, shareable, and tap into unique communities to build those connections.
From a 10-brand live gaming tournament on Twitch, to a partnership with one of the biggest names in esports, to creator collaborations on TikTok, and creating a social media creator campaign that got 1.1B global media impressions, each one connected to a community and increased brand affinity.
CASE STUDY: TRUE ORIGINALS
Heavy Hitters True Originals Video Series
Heavy Hitters is all about being original and true to yourself. As one of the largest cannabis brands in the country, we wanted to keep the street cred as we grew. No "sell-outs" here. In order to drive that message home and create awareness of our positioning in the mind of our consumer, we aligned with four SoCal originals in their crafts with the True Originals video series.
We built the brand story by developing community outreach into core consumer interest groups of tattoo, skate, street art and Chicano culture. We used the videos to bring existing and new fans to the brand through IGTV, YouTube and our brand blog.
Check out some of the mini-docs below.
