Client: UNICEF Midwestern Leadership Board
Project: Hope Gala Social Media Strategy
Challenge: UNICEF's Midwestern Board had never employed a true-to-life social media campaign to help push awareness and ticket sales for the annual Hope Gala, in 2015 focusing on maternal and neonatal tetanus.
Solution: I developed and delivered a six-week content calendar and created image assets to accompany the copy. This task included researching disease figures, copywriting, and extensive work in Adobe Illustrator
Client: Capital One
Campaign: Capital One Spark Small Business Credit Card
Challenge: Capital One competes with American Express OPEN for small business customers. They wanted to build up their own voice in the marketplace and show themselves to be a trusted source of small business support and information.
Solution: Partner with Mashable to build a custom content destination for Capital One Spark Business card providing small businesses selected by Capital One with a panel of social media experts and consultants to evaluate and help grow their footprint - http://mashable.com/category/small-business-panel/
Results: Generated over 50mm impressions and a 15% increase in site traffic to the Spark Small Business page during the life of the partnership (April 2013 - November 2013). We did not have direct access to sales growth as a result of this campaign.
Client: Lifetime Television
Campaign: Witches of East End
Challenge: To create buzz and excitement around their new Show Witches of East End, and generate positive sentiment about the show's roots.
Solution: a multi platform strategy that allowed Lifetime to spread elements of the story and showcase the characters via paid posts on Twitter and Facebook and an interactive gaming tactic that allowed prospective fans of the show to interact with the themes of Witches of East End in a new way.
Results: 2.50% engagement rate on Twitter, 5.55% click-through rate to the show page via Facebook. We acheived a 98% video completion rate leading to an additional jump in likes on Facebook (over 106,000) and follows on Twitter (over 4,000).
Client: Lifetime Television
Campaign: Preachers' Daughters
Challenge: To generate interest and viewership for Lifetime's newest and boldest reality TV series.
Solution: A content strategy focused on social media and blogger outreach that uses the controversial nature of the subject matter to drum up buzz and conversation about the show.
Results: Over 800K engagements across Facebook and Twitter. Nearly 250K views of the Preachers' Daughters promo spots and placement within over 90 blogs and websites generating over 8mm impressions.
Campaign: Heineken 100
Challenge: To boost Heineken’s profile as a premium beer brand, to spark conversation among an influencer community, and to supplement public relations efforts with an ongoing lifestyle initiative, we facilitated an exclusive co-branded product-seeding program.
Solution: We created a vetted, brand-approved seeding list of 100 influential and high profile individuals. Each product was designed to speak to the forward thinking and upscale progressive nature of Heineken’s target consumer. The collaborations were created with the consumer’s definition of cool in mind, calling upon well-known and exclusive young brands to work alongside Heineken in the creation of the following limited edition products:
o Heineken Tote Bag by Dee & Ricky and Complex Magazine
o Heineken Six-Pack of T-Shirts by Union L.A and six target relevant blogs
o Heineken Blackout Fitted Cap by New Era
o Heineken Tank Headphones by Aerial 7
o Heineken Watch by Tsovet
o Heineken Hi-Top Pony Hair Sneakers by Android Homme
Results: This program has produced sizable social media impressions (2.5mm) via the #Heineken100 hashtag on Twitter. The social media impressions breakdown per product is as follows:
o Heineken x Dee + Ricky x Complex Tote bag - 1mm impressions
o Heieneken x UNION LA Six-Pack of T-Shirts - 289K impressions
o Heineken x New Era Blackout Fitted Cap - 1.1mm impressions
To date, this program has produced 84 placements in many of the leading lifestyle, street culture and fashion, and design blogs such as:
o The Dieline (Six Pack of Tees)
o Fresheness Mag (Six Pack of Tees & Blackout Fitted)
o Strictly Fitteds (Blackout Fitted)
o Hypebeast (Tote bag)
o The Drop NYC (Six Pack of Tees)
o High Snobiety (Blackout Fitted)
o PSFK (Six Pack of Tees)
o The Life Files (Six Pack of Tees)
o Trendhunter (Six Pack of Tees)
o Culture Shoq (Blackout Fitted)
PR impressions for each of the products released thus far have been very strong:
o Dee and Ricky Tote – 1mm impressions
o Union LA Six Pack of Tees – 10.3mm impressions
o New Era Fitted Cap – 1.1mm impressions
o Total traditional media impressions to date – 12.5mm
Client: Red Wing Shoes
Campaign: Content Hub Development and Governance
Challenge: Red Wing Shoes tasked the team with creating a standalone hub where fans of the brand could share pictures of their shoes, work sites, and interactions with the brand.
Solution: Our team developed a wordpress-based website that featured upload functionality, links to and from brand Facebook pages and a conduit to the brand ambassador page. In addition, we created a comprehensive social media guidelines and best practices playbook to accompany the website and provide crucial information to help manage and maximize the use of the hub
Results: In the first month, Red Wing Shoes solicited over 20 submissions of user generated photos and an additional 12 members to the brand ambassador page.
Client: Health Warrior
Campaign: Los Angeles Swarm
Challenge: Develop a cohesive social media content strategy that effectively markets Health Warriors push to the L.A. market
Solution: Our team took the time to understand their needs and develop a content strategy that appealed specifically to the Los Angeles market. We created a series of GIFs and photos that would identify with the Los Angeles consumer based on the data we had at our disposal. To further amplify Health Warrior’s stated mission of keeping you moving and energized with natural superfoods, our creative strategy focused on people and images in perpetual states of motion or in the middle of rigorous activity in scenic areas. Finally, a comprehensive paid social strategy was prepared in order to take full advantage on the type of content we built and focus it directly on the Los Angeles market.
Results: Generated 3% increase in engagement on Health Warrior Facebook page furing the 30 days we were live. Paid content increased traffic to Health Warrior’s website by 17% during that 30 day period.