Ken Block
Industry ®
History / Entertainment
Scope of work
Go to Market Campaign
Timeline
Aug 2024 – Mar 2025
Campaign Brief
Honoring a Cultural Disruptor: Launching the Ken Block Retrospective
The vision behind Core was to strip away the excess and reveal the fundamental value that make a brand unique. Inspired by the idea of a “core identity” the system was built to emphasize authenticity, clarity, and timeless design principles. The project sought to create a brand language that feels bold yet adaptable. Every choice, from typography to layout, was driven by the need to communicate a brand’s foundation.
Production & Execution
Digital Performance, Foundations & Limited Drops: Honoring a Digital Media Icon
Recognizing Ken’s global impact as a digital media pioneer, I concentrated the majority of our marketing budget into paid digital channels, eliminating traditional ad spend in favor of hyper-targeted performance campaigns. In close alignment with family requests, we built high-converting web landing pages, distributed retrospective digital content, and dropped exclusive merchandise honoring his most iconic vehicle builds. By pairing precise digital targeting with high-demand apparel releases, this execution became the single best-performing ad campaign of my tenure at the museum, driving massive online engagement, and rapid merchandise sell-outs.
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ROI (Paid Spend)
10%
10%
Sell-Through of Collabs
Takeaways
Following Ken Block's Playbook and Leaning into Emotion
Ken’s fans didn’t discover cars through billboards, press releases, or traditional ads, they grew up watching Gymkhana videos on YouTube, buying streetwear drops, and sharing clip clips on their phones. Meeting that audience where they actually lived meant abandoning the museum's traditional playbooks entirely. By moving the majority of our budget into targeted digital performance and time-limited merch drops created with 43 Institute and the Block family, we tapped directly into internet culture instead of trying to market at it. Turning an emotiona tribute into high return campaign proved a fundamental truth for my approach to marketing: when you respect how a community natively consumes media, commercial performance takes care of itself