Hopscotch had raised their seed round and was seeking support in launching their product waitlist. Joanna was introduced to the founders of Hopscotch in August 2021, and subsequently signed on to turn around their launch in a ~3 week period.
With such a tight turnaround, quick decisions needed to be made to get maximum impact. How would Hopscotch launch their unknown brand, tell their story, grow their B2B waitlist to 1000 in 3 months prior to product launch?
Their initial target audience was New York City small businesses in the services industry (think small agencies, solopreneurs, freelancers). Joanna conceptualized a guerrilla campaign focused on high traffic areas in NYC around co-working spaces (that contain many small businesses).