72andSunny
In my role as Sr. Strategist at 72andSunny, I oversaw social strategy for our client, Tillamook. I worked closely with the creative team to cultivate a social presence that helped position the brand as a leader in the dairy category by promoting our mission to bring Real Food to all.
In 2016 we developed a campaign that lead an uprising against Big Food and championed quality, Real Food made without shortcuts. The campaign spoke to shifting consumer behavior and desire to know more about what's on our plates, while also empowering customers with education on how to bring more Real Food into their routines.
We cultivated conversation by celebrating Real Food during micro-moments of relevancy. We took a monthly approach to content development, where I was charged with gathering behavioral, seasonal and cultural insights to inform my brief to the creative team. Together we built content that informed, engaged and delivered utility to our fans and followers, positioning the brand as a helpful resource and ultimately keeping customers engaged with the brand.
We also launched an ongoing omnichannel, social-first campaign called #RealFoodSunday to provoke customer action. The program was engineered with a three-pronged content strategy to inspire our customers to bring Real Food into their kitchens, equip them with helpful content to make Real Food and celebrate the joy of eating Real Food with family and friends at least one day a week! To build authentic, engaging content we worked with an army of social influencers across channels (Facebook, Instagram, Twitter, YouTube and Pinterest), employing a variety of tactics including; channel-native tips, video and Twitter chats to name a few.
Our multi-faceted approach and premium content production was recognized as the Best Instagram Presence of 2016 by the 9th Annual Shorty Awards.
BIG WINS:
2016 was Tillamook's biggest year of growth on social and our content played a major role in mobilizing our fans around our larger brand mission to become a Real Food leader.
The biggest wins for the channel were:
1. Conversation around our brand and campaign hashtags increased by 34% YOY.
2. Engagement skyrocketed, hitting nearly 900,000 likes and comments in 2016, which is more than 10x what we had in 2015.
3. Audience acquisition, we grew our social fans and followers by 70% YOY.
72andSunny
Client: Starbucks
As Sr. Strategist at 72, I oversaw project-based brand strategy and content development for Starbucks.
72 lead the charge on Starbuck's 2016 Valentine's Day strategy, my role was to develop a strategy to stoke engagement around Starbuck's four-day share event featuring a Buy One, Give One offer for Valentine's Day.
My strategy leveraged the changing cultural sentiment around Valentine's Day to disrupt people's feeds with fun, lighthearted content optimized for sharing and celebrating all types of love and relationships- not just romantic ones.
We created an arsenal of Valentine's Day memes that were featured on Starbuck's SDN and social channels. We also created two national Snapchat geofilters to be leveraged in #StarbucksDates across the country during the share event.
Finally, we also created a series of engaging Snapchat Stories highlighting the share event's limited time drink, the Molten Chocolate Frappuccino.
Results:
-Facebook content crushed it, Valentine's Day posts were amongst top performing content of 2016.
-Snapchat geofilters performed 133% above expected levels of engagement, including: 21,733,640 views, conversion rate was 18%, beating the holiday campaign/red cup launch.
72andSunny
Campaign: Fill the Plate
Client: Tillamook
In 2016, I led the campaign strategy for #RealFoodSunday–a social media effort to get people eating Real Food, at least 1 day a week.
The effort was engineered with a robust influencer campaign and diverse content to inspire and equip fans to eat Real Food. As the year came to a close we wanted to extend the campaign to those struggling with hunger by creating a giveback campaign during the holiday season.
Our main goal was to use our Real Food mission for good and raise awareness about families who do not have access to Real Food and further solidify Tillamook as an innovative leader in the Real Food conversation.
We leveraged our #RealFoodSunday platform to drive awareness and incite action by using the hashtag as a mechanic for donation during a one-day, real-time digital food drive.
In partnership with the creative team, I helped create content to promote the campaign by using the empty plate emoji as a reminder that empty plates exist in real life for nearly 1 in 5 kids who don't get the food they need.
We partnered with No Kid Hungry to donate 50 meals to families in need every time someone donated on social. We launched on a Sunday in December and asked people to donate by posting the empty plate emoji + #RealFoodSunday.
To raise awareness we seeded the campaign via our army of #RealFoodSunday influencers and created engaging video assets to spread the word. During the activation we live tweeted donation milestones and actively engaged with every donator by tweeting custom 'Thank You' gifs.
This social media powered campaign was a runaway success, some of the results:
-A total of 500,000 Real Food meals were donated to families in need.
-#RealFoodSunday mentions increased by 60x the week of the activation.
-Within 6 hours, we were the trending topic on Twitter in Los Angeles, Portland, and Seattle, Tillamook's key markets.
-We received 26 million earned impressions, partly in thanks to celebrities like William Schatner, a.k.a. Captain Kirk, who showed unsolicited support and tweeted on behalf of our cause.
The runaway success of the campaign was recognized by The Shorty Awards and Shorty Social Good awards, winning in the following categories:
Finalist in best use of Twitter and emojis.
Best Mobile Campaign
Best campaign on a shoestring
Category winner: food & beverage
Cause winner: poverty & hunger
Social@Ogilvy
Campaign: Eras of Lincoln
The Eras of Lincoln Tumblr Campaign was a project I strategically supported in collaboration with the Social@Ogilvy creative team. The campaign utilized digital storytelling and online influencers to reach a new, younger target and establish Lincoln Motor Company's presence on Tumblr.
The campaign was one of the first to utilize cinemagraphs, otherwise known as fancy GIFs. To drive visibility around the campaign and to generate momentum for Lincoln Motor Company's Tumblr, we worked with social influencers Jamie Beck, Kevin Burg and Kelly Framel to develop cinemagraphs that captured the essence of the Lincoln brand during iconic points in the brand's history. Content was distributed through Facebook and Instagram, driving to Lincoln's newly established Tumblr. The results of the integrated approach were a staggering 7.5 million people reached on Tumblr over the course of three days, and 8.5 million reached on Facebook, YouTube and Instagram.
Secret Weapon Marketing
#ButterBelieveIt Super Bowl Campaign
A new product line was launched via Jack in the Box's 2015 Super Bowl campaign. The tasty new burger, the Buttery Jack, was supported with two Super Bowl spots produced by Secret Weapon Marketing, "Sneak-Up" and "Celebration", as well as a social campaign led by the hashtag #ButterBelieveIt.
As the lead strategist on the Secret Weapon team, I was responsible for collaborating with the client to create a multi-faceted campaign across social and digital channels. Activity included real-time Super Bowl social activity, strategic distribution of content via paid media on social channels, creative content execution to support the product campaign and enticing Buttery Jack fans to share their foodie pics with #ButterBelieveIt. Social shares populated a live feed of content on ButteryJack.com.
Golin
Campaign: 2015 Sienna Launch
Toyota tapped the Golin LA team to help strategize and execute Toyota's first ever digital vehicle launch. As Golin's digital manager and strategist on the Toyota account, I assisted with the overall campaign strategy, content development, and distribution to generate online buzz for the 2015 Sienna.
The Golin team selected influential, creative dads on YouTube and Vine to help seed the 2015 Sienna online. Throughout the week of launch, the team responded in real-time social activity with custom Sienna assets for a unique, personalized approach to engaging social audiences.
The campaign generated more than 100 mainstream news mentions and 1.2 billion online impressions. On social media, content generated 58.5 million impressions across brand-owned social content. In the first week, there were over 10,000 mentions for the 2015 Sienna on Twitter.
The campaign was recently awarded a gold SABRE award in the automotive category.
Freelance Consulting
Avalon Hotel Social Media
In March 2015, Proper Hospitality launched a rebrand of Avalon Hotel Beverly Hills and the Viceroy Palm Springs (renamed Avalon Hotel Palm Springs). I joined the team as a social media consultant assisting with overall social strategy, content creation and community management & development. Over the course of six months we established a new channel presence for Avalon Hotel and launched social channels for the Palm Springs' restaurant, Chi Chi. We also tripled the size of Avalon Hotels' social community and doubled @AvalonHotels Instagram presence in just 3 months. We also co-created content with social influencers, like Cal Bingham and the How You Glow girls to gain relevancy in the LA community.
Photos courtesy of Cal Bingham Photography.
Social@Ogilvy
Wynn Las Vegas Brand Strategy
In 2013, I completed a social property assessment for Wynn Las Vegas on behalf of the Ogilvy team. The analysis, known as a 'Brand Print' at Ogilvy, was conducted prior to strategy development and tactical planning. The extensive audit looked at the brand's social architecture, online content, community management, online word-of-mouth and SEO to determine Wynn's existing social presence as compared to the competitive landscape. After completion of the audit, the insights were utilized to develop a social and digital strategy for Wynn Las Vegas and achieve key brand objectives online.
Social@Ogilvy
American Chemistry Council:
Plastics Make it Possible Campaign
Bin it! 2.0 iOS Application
Bin It! is an iOS game that encourages recycling by engaging players with recycling-focused game play. After the successful 1.0 launch of the app, Social@Ogilvy was tasked with creating a 2.0 version to drive more downloads and reach new consumers with the Plastics Make it Possible sustainability campaign message.
I led the 2.0 development, responsibilities included: facilitating the game's user experience design and forging a partnership with Recyclebank, a high traffic, membership-based website focused on living sustainably. We integrated Recyclebank's API into the Bin It 2.0 application to encourage members to download the app and play for points they could exchange for membership rewards. Likewise, new or existing players were prompted to become a Recyclebank member when signing into the 2.0 app for the first time.
In the four months post launch, Bin It 2.0 generated 10,500 downloads, contributed to a 22% spike in website visits and a 290% spike in social engagement.
