Built for the Journey - Flowco Campaign

Built for the Journey is Flowco’s first fully unified brand awareness campaign following the company’s transformation into a multi-segment energy technology platform.

The challenge was twofold:

1. Unify multiple sub-brands under a single, cohesive narrative, clearly communicating how Flowco supports the full lifecycle of a well, across services, technologies, and geographies.
2. Elevate brand perception at scale, moving beyond traditional oil & gas marketing toward a people-driven, story-led identity that could live across broadcast, digital, internal communications, and sales enablement.

The campaign needed to function not as a one-off launch, but as a long-running brand system, capable of sustaining awareness, engagement, and clarity across a 12-month media and activation plan.

I had the opportunity to lead Built for the Journey end-to-end, from early concept through launch and into its ongoing 12-month runtime.

This included:

• Leading a company-wide campaign workshop with all marketing teams, defining campaign parameters including:
  • Target audience segmentation
  • Creative concepts and narrative direction
  • Brand quality standards
  • Feedback, discussion, and collaborative refinement
  • Long-term storytelling strategy
• Owning the campaign from concept to launch, and continuing to lead creative direction, brand strategy, and performance reviews through January 2027
• Co-writing, directing, editing, and co-composing the hero commercial
• Managing the commercial production budget
• Orchestrating and managing the full campaign lifecycle in Asana, tracking and assigning responsibilities across:
  • Pre-launch
  • Launch
  • Post-launch and optimization
• Collaborating closely with:
  • Marketing leadership on advertising and distribution strategy (programmatic, publication, CTV, Google, social)
  • Communications on internal announcements, employee engagement, and incentives
  • Sales teams company-wide on distribution strategy, sales collateral, and ongoing enablement
• Leading my team in designing:
  • All advertising creative
  • 60, 30, and 15-second commercial cutdowns
  • Digital and social assets
  • Sales collateral
  • Campaign merchandise kits
• Designing the campaign landing page and collaborating on messaging, CTAs, and lead-capture form strategy
• Facilitating quarterly executive reviews with Marketing, Communications, and Leadership to assess performance, creative strategy, and next-step optimizations

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Built for the Journey launched with immediate traction and continues to scale as a long-term brand initiative.

Early Results:

• 110,000+ YouTube views within the first week of launch
• 800,000+ broadcast impressions from two regional NFL game spots through News9 in the lead-up to the Super Bowl
• Major external press coverage at launch, including:
  • Yahoo! Finance
  • Business Wire
  • Financial Times
• Two in-person launch events hosted at:
  • Flowco’s Oklahoma City corporate office
  • Flowco’s Houston headquarters

Ongoing Impact:

• Serving as Flowco’s primary brand narrative, unifying sub-brands under a single, cohesive message
• Driving increased awareness and traffic across Flowco’s digital platforms (web, social, video)
• Establishing a scalable campaign framework that supports:
  • Sales enablement
  • Internal alignment
  • Long-term brand consistency

Full performance and analytical reporting across web traffic, social engagement, and platform-level impact is currently being aggregated and will be incorporated into future updates.