https://www.jessneira-strategist.com/blank daily 0.75 2026-04-21 https://www.jessneira-strategist.com/about daily 1.0 2026-04-23 https://images.squarespace-cdn.com/content/v1/69e7db9298cdfa2a129ca7c9/60656004-4de0-4fcc-ac67-d38b6eae8ef9/IMG_0719.jpeg https://www.jessneira-strategist.com/services-old daily 0.75 2026-04-21 https://images.squarespace-cdn.com/content/v1/64f0a4610f250e0159eb6aeb/41a1914d-8167-442a-b3c0-997d34f84d21/Stocksy_comp_5061784_V3.jpg https://images.squarespace-cdn.com/content/v1/64f0a4610f250e0159eb6aeb/23a01fd1-e738-4f24-b235-a0c66724daa7/Stocksy_comp_3636289_V3.jpg https://images.squarespace-cdn.com/content/v1/64f0a4610f250e0159eb6aeb/24477200-1278-4449-9ca1-8fa9c1257474/Stocksy_comp_4792777_V3.jpg https://www.jessneira-strategist.com/privacy-policy daily 0.75 2026-04-21 https://www.jessneira-strategist.com/work daily 0.75 2026-04-24 https://images.squarespace-cdn.com/content/v1/69e7db9298cdfa2a129ca7c9/73564f75-7d87-4e8e-bcd6-3e838c13e7ff/Screenshot+2026-04-23+at+10.41.20%E2%80%AFAM.png WORK HEINEKEN - SOCIAL OFF SOCIALS: It’s no secret: Americans are socializing less and feeling lonelier than ever. So Heineken stepped in—not by adding to the noise, but by pulling people out of it. We turned an online group chat into a real-life bar meetup and hijacked the buzz around the “AI friend necklace” to make a simple point: connection doesn’t live on screens. The best way to make a friend is still the oldest way—over a beer, face to face. The impact was impossible to ignore. We outsmarted NYC’s biggest subway campaign, generating $4.8M in earned media, over 528M impressions, and 96.7% positive sentiment. Because in a world obsessed with artificial connection, we reminded people what the real thing feels like. https://images.squarespace-cdn.com/content/v1/69e7db9298cdfa2a129ca7c9/6e40bd5d-1bd9-4af6-8399-40f6533fbd7f/Screenshot+2026-04-23+at+11.02.13%E2%80%AFAM.png WORK BARILLA PROTEIN+ | PASTA TIMERS: Barilla Protein+ needed a relaunch, one that moved beyond functional claims and into something people could actually feel. So we anchored it in a clear, compelling truth: the pasta you love, now gives you the energy you want. Not just said, but shown through real, everyday moments. We tapped into the rise of micro workouts to meet people where they are: busy, active, and looking for small ways to stay on track. The result: “Protein Pasta Timers,” a series of pasta timers that double as micro training sessions, seamlessly blending movement into mealtime. The impact was tangible. Dollar share grew to 5.1% (+1.2 vs. YA), reinforcing Barilla Protein+’s market leadership and driving wins across key retailers. Because when performance meets pleasure, you don’t have to choose; you just keep going. https://images.squarespace-cdn.com/content/v1/69e7db9298cdfa2a129ca7c9/56ac8971-7c32-443c-921a-e2e2adfe4a75/GSIulWRaUAQLumK.png WORK SAMSUNG GALAXY AI 2.0 – RELAUNCH: When we set out to relaunch Samsung Galaxy AI 2.0, we faced a core challenge: it risked feeling like a flashy novelty—impressive, but not essential. So we shifted the story. Instead of showcasing features, we made Galaxy AI feel human. We brought the Interpreter to life not just as a translation tool, but as a way to connect people—unlocking conversations and moments that wouldn’t otherwise happen. By showing its role in real life, Galaxy AI moved from nice-to-have to something people could truly need. The impact was immediate. Search interest surged, and 62% of Flip6 and Fold6 registrations came from Apple switchers. https://images.squarespace-cdn.com/content/v1/69e7db9298cdfa2a129ca7c9/bb09df5b-19e3-420f-8f85-d1473285a1d6/Screenshot+2026-04-23+at+11.09.07%E2%80%AFAM.png WORK CIGNA HEALTH INSURANCE – DOCTORS OF AMERICA: People in the U.S. tend to avoid—or simply forget—their annual checkups. It’s not a lack of access, but a lack of urgency. So instead of leaning on clinical authority, we turned to cultural credibility. We brought together a nostalgic, cross-generational cast of iconic TV “doctors” to deliver a simple message: it’s time to see a real one. By tapping into familiarity and trust, we made the reminder feel less like a lecture and more like something people actually wanted to hear. The response was immediate. The campaign generated 300 million earned impressions in its first week, grew to 734 million within a month (+145% over goal), and surpassed 6.5 billion total impressions in its first year. https://images.squarespace-cdn.com/content/v1/69e7db9298cdfa2a129ca7c9/1437cea4-07b9-477b-a775-51bcf15a1abf/Screenshot+2026-04-23+at+11.23.55%E2%80%AFAM.png WORK P&G CHARMIN – WORLD CUP GREAT FINISHES: During the 2014 World Cup, Charmin faced a challenge: how to show up in a crowded cultural moment and resonate with U.S. fans, including a growing Latino audience. So we leaned into what only Charmin could do. By owning the double meaning of a “great finish,” we connected the thrill of last-minute goals and final whistles with life’s other kind of finish—enjoying the go. It made the brand feel unexpectedly relevant in the moment, turning a functional category into something people could connect with. And it worked. The campaign drove a +5 point lift in brand awareness, a +5 point improvement in sentiment, and a +5 point increase overall versus the previous year. https://images.squarespace-cdn.com/content/v1/69e7db9298cdfa2a129ca7c9/5547499c-2809-4fd0-9065-8d388ea7a60d/Screenshot+2026-04-23+at+10.53.25%E2%80%AFAM.png WORK CAFE BUSTELO – BRAND RELAUNCH: Café Bustelo was starting to lose traction with younger coffee drinkers, slipping out of relevance with a new generation. So instead of chasing them, we met them where they already were—music. We partnered with rising artist Mia Matahoney to create something playlist-ready, building on Bustelo’s legacy of championing Latinx talent while reconnecting with a younger audience. By showing up in culture in an authentic way, the brand didn’t just participate—it resonated. And it worked. The campaign surpassed its goal with 83% reach and helped position Café Bustelo as the fastest-growing brand in the category. https://images.squarespace-cdn.com/content/v1/69e7db9298cdfa2a129ca7c9/8e6b5eca-0933-4bfe-b159-79979b0b1fc8/Screenshot+2026-04-23+at+6.24.51%E2%80%AFPM.png WORK BARILLA PASTA - AL BRONZO 'SCARPETTA': Americans tend to give all the credit to the sauce, assuming any pasta will do—so paying more for premium pasta didn’t feel worth it. Our job was to flip that. We showed that Al Bronzo’s real magic is its bronze-cut texture, designed to grip every last drop of sauce. By bringing the Italian ritual of scarpetta to life, we reframed pasta as the hero—not just the vehicle. We turned that into a simple idea: “Capture Sauce the Italian Way,” making an unfamiliar concept feel instantly craveable and easy to understand. And it landed. Searches for “scarpetta” spiked, and the work outperformed benchmarks across platforms—from lower CPMs to strong lifts in engagement, ad recall, and brand awareness. https://images.squarespace-cdn.com/content/v1/69e7db9298cdfa2a129ca7c9/157003dd-4436-4b5b-b8c6-dd2aa2643129/Screenshot+2026-04-23+at+11.10.23%E2%80%AFAM.png WORK KRAFT MAC & CHEESE - MAC-SURANCE: Kraft Mac & Cheese needed a fresh way to reconnect with families and spark buzz both on and off social. So we leaned into a playful truth everyone recognizes: parents are always sneaking bites of their kids’ mac & cheese. We turned that mischief into an idea—“Macsurance,” a tongue-in-cheek protection plan where kids could request a policy certificate to safeguard their bowl. It made the brand feel fun, relatable, and shareable again. And it worked. In just four months, Kraft Mac & Cheese grew its social fan base by 75%. https://images.squarespace-cdn.com/content/v1/69e7db9298cdfa2a129ca7c9/ed7842da-d121-4101-8464-8d0495f3e7ac/Screenshot+2026-04-23+at+6.34.08%E2%80%AFPM.png WORK SMUCKER’S 1850 COFFEE - QUALITY THAT’S CRIMINAL: 1850 Coffee needed a breakout idea to stand out in a crowded premium set and signal that it was rich, pure, and worth seeking out. So we flipped the category on its head. We treated the product like contraband, building an absurd cop dramedy world where 1850 became the coffee people would go to ridiculous lengths to get. It gave the brand a bold, memorable edge in a space that often feels interchangeable. 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