Her Emails USB Drive
Holiday Promo for HEADLINE
Roles: Writing & Design
How does something nearly worthless become irresistible? Clever packaging! In this Holiday 2018 campaign for HEADLINE, we turned a simple flash drive into... "Her Emails!" (Like I said, 2018.)
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The tongue-in-cheek product boasted that it contained Hillary Clinton's missing emails (or "a few, anyway"). Only 500 of the drives were made, and released online as a promotional giveaway before Christmas.
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The response was swift. We had our biggest sales day of the year — beating out Black Friday weekend — and within 48 hours all 500 USB drives were gone.
Of course, we had to make good on our promise. So the drive came loaded with a dubious PDF containing 50 of Hillary's "missing emails." The big reveal? The emails were comically mundane. Hillary micromanaging office supplies, Bill sending outdated memes, and Meryl Streep venting about her Rotten Tomatoes reviews.
A campaign this "political" might seem polarizing. Remarkably, it was a hit with both the left and the right. Liberals were excited to gift it to their MAGA relatives, and vice versa. It became one of our most successful holiday promotions. Not bad for an obsolete storage device.