Every launch was built as its own world: a distinct name, color story, theme, and roster of real healthcare professionals and brand partners who brought it to life. No two felt the same, and that was intentional. Each launch required a full campaign ecosystem spanning social, email, SMS, editorial, out-of-home, and CTV. To drive urgency and reward the community that had built Clove into what it was, I developed the reverse hype strategy, a teaser-first approach that built anticipation well before every drop and consistently moved product within minutes of going live.

The strategy also had a deeper purpose. By centering real people and genuine stories at the heart of every launch, the work never felt like advertising. It felt like a celebration of the healthcare community itself.