Social Strategy
My passion for storytelling extends to the social space, where I've built and executed campaigns for a plethora of brands. I treat every post, no matter the channel, as a chance to educate, entertain and change perception.
Twitter Advocacy Campaign
Nicorette/Nicoderm wanted to advocate for those struggling to quit smoking.
The strategy was to target ex-smokers who had recently quit and turn them into "advocates" — people who could give real, unfiltered advice to quitters, right when they needed it most.
We created a unique Twitter campaign to surface tweets from those struggling to quit, then pinning them to the top of the brand's Twitter feed. Through a series of ads (shown above), we then targeted and encouraged recent ex-smokers to share their advice, tips, and support.
The result was an authentic conversation that led to genuine product endorsements.
ROLE: Associate Creative Director
CHANNEL: Twitter
alli: Real Women, Real Stories
The Real Women, Real Stories campaign was multi-channel, with the task being the same everywhere: Give our target audience a reason to reconsider the brand.
When we pitched the idea, I was mindful about the fact that we had to capture enough content at the two-day shoot to sustain the videos and a batch of social content that would pulse out over several months.
To keep it fresh, we cooked up several B-roll set-ups to help us tell mini-stories that served up brand claims, creating a purposeful content mix when paired with the emotional storytelling in the videos. The post featured above is one of a dozen, including gifs, short videos, photo stills and carousels.
Thanks to thinking ahead and making efficient use of the shoot, we were able to create a cohesive campaign that sustained us in social, digital, and throughout the website relaunch.
Global Toolkit
Our Nicotinell client had a big ask: A social toolkit for international markets, 34 social posts in all, for two channels, expanding on a restrictive visual brand language and covering a complicated user journey. The kicker? It had to be produced from conception to completion in about four weeks.
My approach was to examine the style guide thoroughly, looking for places where we could challenge and evolve it. And then, although time was precious, I took the time to create a social tone of voice for the client to align on, in hopes that it would help us make and justify decisions during a rushed production process.
Overall, we were able to incorporate the signature design elements of the visual brand language but make them feel new and fresh in social, while keeping copy punchy and upbeat.
The toolkit in all its glory was translated for 10 markets around the world that had not yet gotten high-quality assets to fuel their social channels, resulting in empowered local brand managers, a happy global client and the opportunity to do more global work for the portfolio.
ROLE: Associate Creative Director
CHANNELS: Twitter, Facebook
Excedrin® Migraine Experience
This "social cut," just one of a series that was born out of the multichannel Excedrin Migraine Experience, was made with footage that had originally wound up on the cutting room floor.
The overall campaign was focused on the tension between migraine sufferers and their loved ones who don't fully understand how debilitating this condition is. It made for a great story arc in a two-minute hero video, but best practices on social channels require a much tighter narrative.
To that end, we focused on the heartfelt interview footage, which had been de-prioritized for other channels, and found a wealth of authentic and relatable anecdotes and quotes from the sufferers. We built social-friendly cuts based on the themes that ran through all the interviews, creating compelling 15-second cuts, an ideal length for social.
ROLE: Senior Copywriter
CHANNELS: Facebook, Twitter
Benefiber: Establishing a New Visual Identity
As part of the holistic effort to modernize the brand on all its channels, we created a series of line illustrations to place Benefiber firmly in the present.
After a series of unfocused campaigns, the brand was looking to re-introduce the product and simplify messages. Their three-part claim — clear, taste-free, 100% natural — had not broken through.
Utilizing illustration, a first for the brand, allowed us the flexibility to create thumb-stopping animations for the Facebook newsfeed that still leveraged brand claims, creating relevancy and simplicity for a brand that was craving it.
We extended the style across a dozen posts for social, and used it on the new website, creating a cohesive look and feel for the brand.
ROLE: Associate Creative Director
CHANNELS: Facebook