The Year of the Eggheads

Connecting a beloved campus icon with a broader brand experience.

CAMPAIGN PERSPECTIVE

A shared icon connects the experience. Each touchpoint needs its own question.

The campaign carries one recognizable identity across stories, events and a licensed collection. Assessing those touchpoints together helps frame the audience journey, while preserving the limits of attribution.

My contribution

Audience and measurement perspective, connecting campaign reporting with questions about content, promotion and the retail experience.

Scope & evidence

Team campaign. The artwork, campaign concept, creative and licensed collection belong to UC Davis and its collaborators. This case presents my analytical perspective and does not claim sole campaign ownership or attributable sales lift.

Campaign creative · UC Davis

Robert Arneson’s Eggheads · UC Davis

THE RESEARCH QUESTION

A familiar symbol, a fresh reason to engage

How can a recognizable campus artwork connect with audiences through content, experiences and a licensed collection?

THE EVIDENCE & MY INTERPRETATION

One identity, several ways to engage

The campaign materials connect cultural storytelling with events and a licensed collection. That shared identity creates a useful organizing idea for measurement: ask what each touchpoint is meant to help the audience do next.

WHAT IT MEANS FOR STRATEGY

Evaluate the whole experience

Consider the path from seeing a story to exploring the collection. Reporting across touchpoints can help frame the next marketing decision while keeping attribution limits visible.

Project background, approach & sources ＋

PROJECT CONTEXT

How can a familiar campus symbol become a reason to engage?

The Year of the Eggheads celebrated Robert Arneson’s iconic UC Davis sculptures through a coordinated campaign and licensed collection. This project sits at the intersection of cultural storytelling, audience engagement and marketing measurement.

The research & measurement lens

Bring an audience and measurement perspective to campaign work.
Consider the relationship between content, paid promotion and the retail experience.
Use performance reporting to inform future marketing decisions.

Explore the UC Davis campaign ↗

Team project. Campaign and creative materials belong to UC Davis. This overview focuses on my research and analytics perspective.

KEEP EXPLORING

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