Global Gunnar

Who Am I?

The first thing you should know about me? People are my passion. In every airport I pass through, I’m captivated by the endless flow of travelers—each with their own story, their own path. I wonder about their passions, destinations, and the choices that shaped their journeys. Over the years, I’ve realized that this fascination is more than just curiosity… it’s my superpower.

People make culture. They drive trends, shape narratives, and breathe life into communities. The brands that truly resonate understand this. They don’t just market to people; they engage with them, tapping into the cultural currents that matter most. My passion for people has guided me to build strategies that connect brands authentically with culture, creating campaigns that spark meaningful engagement and leave lasting impressions.

My Work

OTT Spot – Visible

Goal: Develop an awareness-level campaign for Visible that connects authentically with football fans.

Tactics: Visible’s previous campaigns overlooked its sports-loving audience. To bridge this gap, I crafted a creative brief centered on emotional resonance and brand memorability, drawing from in-depth interviews, extensive research, and a supporting survey. This insight-driven approach shaped a content strategy designed to foster deeper, more meaningful connections with fans.

Result: Media coverage (Media Post, BestAdsonTV). ~1M Views on YouTube. The intent to recommend soared 51 points above the brand’s average, while brand reputation surged to +35, significantly outperforming the norm.

360 Campaign – Ozium

Through deep dives into desktop research and social listening, I uncovered an unexpected truth: this legacy air sanitizer brand had a massive (yet untapped) cannabis-loving audience. This insight sparked an opportunity to authentically connect with them through a bold, culture-driven 360° campaign. Enter Clear the Air—a high-energy fusion of music, cannabis, and surf culture. Featuring Wiz Khalifa and Makua Rothman, the campaign revolved around a dynamic music video that seamlessly wove Ozium into their worlds, making it more than just a product—it became part of the lifestyle.

Goal:
Activate Ozium’s latent cannabis-affiliated consumer base by reinforcing brand relevance within music, lifestyle, and self-expression while challenging lingering stigmas.

Tactics:

  • Community Engagement: Positioned Ozium within cannabis-positive narratives through influencer partnerships and targeted content distribution.
  • Music & Video Collaboration: Released Clear the Air, a track and intergalactic-themed video starring Wiz Khalifa and Makua Rothman, emphasizing lifestyle and cannabis culture.
  • Branded Product Integration: Featured Ozium in lyrics and visuals to establish natural product association.
  • Experiential Sweepstakes: Offered fans exclusive merchandise (custom jewelry, limited-edition surfboards) and a Hawaii surfing experience with Rothman.

Result: The Clear the Air campaign generated significant engagement, reaching 19.4 million people across social platforms, driving 249K link clicks, and achieving 70K total engagements. The campaign also boosted sales, with 5K cart additions in just 3 weeks, while paid media efforts delivered 16.2M impressions and over 2.4M YouTube views..

Influencer Campaign – Denon PerL Pros

Goal: Raise awareness and push conversions for PerL Pro products, focused on the Sound Obsessed consumer eager to listen to HiFi audio on the go.

Tactics: To help build awareness, we enlisted the help of influencers with an overlap in the desired audience for the brand. This was the first large-scale influencer campaign for the brand, and I developed a comms plan, influencer brief template and process to successfully execute. In order to create the best possible content, we encouraged influencers to film content that made sense for their feed. We primarily focused on Instagram Reels to build reach and encourage fan engagement.

Result: Increased Reach by 724,000 with an average Engagement Rate of 5.8%.

Organic Social – Borghetti

Building a brand’s presence on Instagram from scratch is never easy – especially in the crowded alcohol space. I recently did just that with Borghetti, an Italian espresso liqueur hoping to make a splash in the US market.

Goal: Create an engaging presence on Instagram through unique content displaying how easy Borghetti allows consumers to make an espresso martini and other tasty drinks at home.

Tactics: Creating highly shareable content focused on Instagram Reels to encourage engagement and build reach. We also utilized a brand under the Branca umbrella, Fernet Branca, to help grow the page.

Result: While the page is still gathering momentum, the brand saw +240 followers in one month with no paid support, and an average Engagement Rate of 8.3%.

Social, Long-Form & E-Mail Marketing – Where’s Weed

Throughout my tenure at Where’s Weed, I managed all social media, email and blog content. And as our go-to writer, I was able to fine-tune my copy skills and grow the brand’s following and SEO efforts.

Goal: Increase brand awareness and site traffic in a crowded cannabis space.

Tactics: Utilize trending, cannabis-forward content on social media to grow following, host giveaways with partner brands to build CRM and post long-form blog content using popular keywords to increase search engine optimization (SEO).

Result: SEO strategies through blog content increased site traffic by 422%, while organic social content built our Instagram following by 44% and X following by 60% while maintaining strong engagement. Additionally, giveaways garnered over 6,000 emails for marketing campaigns in just under a year.

Long-Form Content Examples: