Situation: "Five Beyond," was a new store-within-a-Five Below store concept featuring higher quality products priced up to 25 dollars—significantly above the brand’s traditional $5 threshold. While these products would typically sell for much more at competitors, Five Below intended to maintain its core promise of delivering value. The company’s creative approach was traditionally linear and TV-focused, limiting its ability to engage different audience segments across digital platforms.
Insight: Shoppers were looking for premium products at affordable prices and engaging with brands across diverse digital channels. A generic, TV-based creative approach was no longer effective for reaching these audiences or communicating the value of the new Five Beyond assortment.
Idea: Highlight the superior value proposition of Five Beyond— higher-quality, on-trend products now at up to $25, still priced significantly lower than competitors. Just as the products deliver exceptional value, our advertising and production were designed to look premium and polished, while remaining cost-effective behind the scenes.
We created an integrated campaign that spanned paid, owned, and earned media, maximizing engagement across all customer touch points, transforming Five Below’s creative model from a traditional, one-size-fits-all approach to a nimble, platform-specific content strategy, tailoring messaging to resonate with distinct audience segments on each media platform. All while still delivering on value.
Results: Net sales more than doubled in five years, growing from $1.8 billion to $3.8 billion, reflecting both aggressive store growth and successful repositioning.
Five Below maintained its reputation for value while expanding into higher-quality offerings, differing itself from competitors.
Role: Chief Creative Officer
