Bakelab/Brewlab

Matcha Madness is BakeLab’s annual bracket-style drink campaign, and in 2026 I led its biggest evolution yet through an integrated marketing strategy spanning social media, in-store print, and a custom-built voting website. The new digital experience transformed customer engagement, driving 7,363 unique visitors and 36,918 page views over the 36-day campaign. Combined with high-energy content and immersive in-store branding across three locations, the campaign sold 3,328 drinks—up 108% year-over-year—and generated $24,960 in revenue, making it the most successful Matcha Madness campaign to date.