As the incoming CMO of sustainability brand, Zero Co, I developed a 12 - 18 month strategy to move the brand from "startup to scaleup". My key objectives were to help the brand find new audiences (REACH), drive earned media (FAME), and elevate the creative direction (UNITY) across channels. One of the key communication ideas I presented was to encourage people to 'Start Small' when it came to their sustainability choices. This idea was executed through a number of media and creative, notably, via the installation of these tiny billboards placed across Sydney, Melbourne, Brisbane with unique QR codes containing Zero Co product behind them. These were widely shared across socials with 50 QR code redemptions occurring in the first hour of them being up. This idea resulted in over $200k worth of earned media, helped drive over $500k in body product sales in just 4 weeks, and was in 'Inside FMCG' top 4 campaigns of 2022.