NBCUniversal launched a talent-led social series that tapped into Bravo fandom, enlisting beloved Bravolebrities to introduce audiences to Fetch Rewards in a fun, intuitive way. This campaign was designed to drive awareness and consideration of the Fetch Rewards app while shifting consumer perceptions around everyday receipt behavior. Through highly engaging social videos, talent explained the mechanics of the app while gamifying receipt-scanning with a playful, competitive battle narrative. Southern Charm and Winter House star Craig Conover went head-to-head with friend and Vanderpump Rules OG Tom Sandoval in the biggest receipt showdown of the year—competing receipt by receipt to see who could become the most “Receipt Rich” using Fetch Rewards.

I led the campaign end-to-end, developing the overarching marketing strategy and guiding the creative to solve a key consumer challenge: clearly and simply demonstrating how Fetch Rewards works. By gamifying the experience through trusted talent and a storyline fans were already invested in, we transformed app education into entertainment—making the campaign both memorable and effective. I managed all workstreams throughout the campaign including our creative, production, and talent as well as external communication and point of contact.

The “Battle of the Receipts” generated significant buzz, organic social coverage, and massive fan engagement across new platforms and talent handles, including bonus, unpaid posts from talent. Content performance exceeded benchmarks across the board, driving strong app downloads and positive fan sentiment following the campaign’s launch.