7-Eleven Gold Pass

7-Eleven Gold Pass had little public awareness, so we created a campaign to give Gold Pass an unforgettable persona: Goldie the Gold Digger. Goldie’s on a mission show everyone how to live the good life, dropping wisdom and gold digger sass wherever she appears. We tapped the inimitable SJ Mendelson (one of TikTok’s favorite wisecracking grannies) to play Goldie, and sent her around Hollywood on a search for would-be gold diggers to spoil and educate about 7-Eleven Gold Pass.

This campaign came to life with digital OOH, radio spots, paid and organic media, influencer partnerships, IRL activations, and special edition merch. Gold Pass sign ups in target markets increased by 50-80% during the time the campaign was running.