Case studies

Curating an all-woman all-star team to launch the new ‘it’ spirit of summer

The challenge

Diageo is no stranger to product launches and buzz-worthy campaigns. But when the time came to release a new spirit targeting Millennial women, they realized their AOR didn’t have the right voices at the table (AKA Millennial women). They needed a purpose-built pop-up team straight from their target demo, with the marketing and creative expertise to match the brand’s global profile.

The magic

The marketers behind a campaign don’t need to match the target audience, but when they do, intuition, experience, and research combine for a special kind of alchemy. With a fully managed, all-woman team of Rosies to supplement the creative prowess of its AOR, Diageo got the best of both worlds and an innovative launch campaign that went from strategy to concept to deliverables seamlessly.

Supporting a global non-profit with its biggest campaign of the year

The challenge

Every year for Pride Month, brands of all sizes stand up to support The Trevor Project, raising awareness and funding for its mission to end suicide among LGBTQ young people. To make the most of these important partnerships, they need support from specialized marketers who can integrate into their Corporate Development team quickly and seamlessly. 

The magic

Since 2022, our team has worked its magic to find perfect-fit talent to be part of The Trevor Project’s Pride Month team. And when we say perfect-fit, we mean it: Our Rosies bring the right mix of campaign and partnership management skills, as well as non-profit experience and passion for Trevor’s mission. That means they’re able to dive in and support critical Pride Month activations with virtually no onboarding time required.  

Meeting evolving marketing needs with diversity and inclusion at the forefront

The challenge

Specialist talent is critical for executing best-in-class marketing strategies, but as business demands change throughout the year, so do headcount budgets. Microsoft’s marketing department needs flexibility to scale the team up and down on a dime, while staying true to its DEI commitments.

The magic

With We Are Rosie’s shapeshifting superpowers, Microsoft’s team leads are able to run their tried-and-true marketing playbook more efficiently. Since 2021, 50+ Rosies have been placed across 14 teams, and 75% of them self-identify as BIPOC. That’s the impact of a platform built for inclusion.

Replacing creative agencies with a flexible in-house department

The challenge

At the start of the pandemic, IHG made the difficult decision to let go of their creative agencies as a way to cut costs. But the marketing team still had to execute, and they needed to be more agile than ever thanks to the rapidly changing public-health emergency.

The magic

We helped IHG build an in-housing strategy that has provided fully invested creatives and the flexibility to adjust team structure as needed. The best-of-both-worlds approach makes it easy to produce marketing collateral at lightning speed: in 2021, the team of 19 Rosies created 29,000 assets for IHG’s 17 brands. With those kind of results, it’s no surprise that this partnership is still going strong today.