Build-A-Bear’s mission, “to add a little more heart to life,” served as the foundation for a multi-channel marketing campaign centered on emotional storytelling. As part of the team, I helped develop campaign messaging for The Stuff You Love, campaign celebrated over 25 years of creating cherished memories using uplifting storytelling to connect emotionally with audiences across email, digital, retail, and CTV placements.

The campaign emphasized personalization and cross-generational connection, encouraging fans to reflect on their own memories. My copy supported a global rollout, including the brand’s first TV commercial in years, which aired across platforms such as Disney+ and Hulu.