The brief

Brand: BRAZE

BRAZE is a leading customer engagement platform, passionate about helping brands forge lasting connections through engaging customer experiences.

Campaign: Forge 2025

The customer engagement space is in a moment of flux, one powered by shifting consumer attitudes and the rise of next-generation AI capabilities. Marketers are seeing long-awaited capabilities come to life as generative AI and AI decisioning unlock new possibilities for their customer messaging. Still, they’re also grappling with a massive amount of change and watching AI-savvy competitors leap ahead.

To help brands respond, Braze brought together more than 100 speakers from a wide range of leading brands—including McDonald’s, Walmart, the Walt Disney Company, Nestlé Purina, Activision Blizzard, Peloton, Canva, and many more—at this year’s Forge 2025 conference, held September 29–October 1 in Las Vegas. From the keynotes to in-depth trainings on AI decisioning, the event provided attendees with a comprehensive look at what successful customer engagement looks like and what it takes to achieve it.

My approach

• I led the employee advocacy campaign, which meant drafting copy to surprise and delight employees during the lead-up to Forge 2025. There were a lot of moving parts for this campaign, so to build a shared voice, I used the Braze mascot, Torchie, for help.

• With Torchie’s voice, I was able to lean into humor to really drive home why Forge matters and engage employees in the event’s program and the exciting product announcements that took place this year at Forge. This campaign saw over $15,000 in estimated earned media revenue.