A new experiential sponsorship model for House of Good

Challenge

World of Good Brands had a prime physical footprint on Abbot Kinney, one of the nation’s busiest retail streets. However, the space was underutilized, hosting only a handful of partner events each year. As the company repositioned itself as “a human connections company,” House of Good also needed a strategic refresh to align with the new brand identity, maximize the ROI of the real estate, and unlock new partner revenue.

Approach

I led cross-functional teams to redefine House of Good’s brand positioning, GTM strategy, and pricing structure, leading with the tagline, “the human connections incubator.” Partnering with editorial and production, I developed streamlined pre-sale processes and materials and new pricing models integrating experiential and media across World of Good Brands’ premium titles, Well+Good and Only In Your State. The packaging strategy reinforced the incubator positioning, guiding teams to pitch experiential activations that created deep, authentic audience engagement.

Impact

80% YoY experiential revenue growth

Significant year over year growth in experiential revenue from a host of new partners.

10x new sponsor partners

A swell of new business in the year following the rebrand, including brands like Nike, Rare Beauty, and Walmart.

19 minute in-house dwell time

Sponsor activations saw dwell time of up to 19 minutes in just 1K square feet — rivaling dwell time of major retailers like Target who has a 27-minute dwell in 125x the space.

  • Rare Beauty Comfort Club Experience

  • Tuft & Needle Healthy Home Shop

  • Storefront for Cotton

  • Nike Run Club Weekend

  • Flexible Community Space

  • Northwest Cherry Growers Sampling Event