Amazon x PlayMorePods: Relaunch

Amazon Podcasts (PlayMorePods) came with a mandate to reimagine their storytelling and the role of their social channels. Within 10 months we beat year-to-date performance goals with Instagram engagement +42% ahead. As social lead I kicked off the work by building an expansive social playbook. I oversaw weekly writers’ rooms, performance analysis, reporting and strategic content evolutions.

Babybel: Babybelves Holiday Village

To integrate Babybel into people’s holidays rituals, we launched a national social campaign with on-the-ground activations in six cities. I was responsible for building and owning social content strategy and acted as the bridge between the creative team, paid agency and account directors. I supported on each stage of client communication from planning to launch and reviewed each creative round, providing sign-off for all organic and paid assets.

embecta: World Diabetes Day (WDD)

To celebrate the diabetes community and embecta’s role within it, we crafted a worldwide campaign and a hero film. I built a paid activation plan for eight countries and organic social strategy to hit corporate goals and support executive leadership. During #NationalDiabetesAwareness month, the spot premiered in Times Square, on the Nasdaq facade; additionally, I had the honor of joining the embecta CEO and marketing team for their bell ringing ceremony.

Babybel x Influencer: Spring of Sports

Challenged to increase awareness and revive purchases for lapsed customers, we developed a dual-phased influencer campaign built to beat organic and paid benchmarks. I developed a new rollout schedule that supported more regular optimization cycles to benefit organic and paid results. This led to a +108% organic impression over-delivery and lift in both Ad Recall and Brand Association. As an integral part of influencer initiatives across all SKUs, my focus was elevating quarterly campaigns into connected storytelling. 

embecta x Digital: Brand Campaigns

I joined the embecta team to rebuild the digital discipline. To improve both budget management, benchmarking and real-time performance analysis, I restructured our North American and Global campaigns and reset our audience targeting. This led several priority audiences to see click through rates double and site traffic efficiency increase by 54%. Improved performance built client trust and supported +175% budget growth, year over year. 

Boursin x Maison Boursin: Chrissy Teigen

To support our Maison Boursin campaign we partnered with beloved chef and queen of cheese, Chrissy Teigen, to create two custom recipes and a giveaway basket to inspire people to spontaneously spend time together - No Occasion Required. As the digital leader for the project, I crafted a content strategy and set different storytelling stages and themes. A coordinated social rollout for both the Boursin brand and Chrissy Teigen punctuated each stage, supporting our holiday giveaway and organic, paid objectives.

General Mills x FastCo: Regenerative Agriculture

General Mills needed support explaining their sustainability strategy and rationale for focusing on regenerative agriculture and farming to a broader audience. I delivered two cohesive stories to be shared and promoted through FastCo to do just that. Read them here: article one and article two.

Providence Health x Influencer Campaign: Reaching New Audiences

Providence Health Plan was expanding its Medicare plan offerings into Southern California and struggling to reach a 65+ audience in a small DMA. I found Donna Moss, a Medicare-eligible micro-influencer and HGTV personality. Donna made educational and authentic Instagram Stories, letting people in SoCal know about the new plan and drive sign-ups. 

Horizon Therapeutics x Wanda Durant: Fighting Thyroid Eye Disease

Horizon Therapeutics needed to break through the COVID-dominated news cycle to speak to those at risk for Thyroid Eye Disease (TED). To do this, we partnered with Wanda Durant, a patient advocate, entrepreneur, philanthropist – and the mother of NBA MVP Kevin Durant. I hired Wanda to join the existing Dear TED campaign; together, we created a series of short videos to educate and raise awareness. In addition to building the social strategy, I produced the shoot, wrote copy, and directed Wanda.

Tide Super Bowl 2021: The Jason Alexander Hoodie

For Tide’s 2021 Super Bowl commercial, I designed and implemented a social listening strategy including a digital dashboard to measure Tide’s share of voice performance and post-game analysis. Plus, I tracked community management, inter-brand tagging and social chatter during the game.

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Novartis x Vox: Cell & Gene Therapy

Novartis wanted to increase understanding of the complex processes of cell and gene therapy, plus highlight the brand’s own critical role in ongoing research. I pitched, launched and managed this cross-channel partnership with Vox Creative. The custom podcast segments (below) and quintessential Vox Explainer videos (here and here) we created increased education around cell and gene therapy, and delivered a positive brand lift.

Johnson & Johnson x Vox: Road to a Vaccine 2020-21

In the uncertain early days of the COVID-19 pandemic, Johnson & Johnson came to us with a question: How could they speak effectively to a broad consumer audience about COVID-19? In response, together with Johnson & Johnson and Vox, we worked on and promoted a weekly live streaming series. “Road to A Vaccine” was hosted by CNN’s Lisa Ling and went live April 2020. In each episode, Ling and a guest focused on a different aspect of COVID-19 education.

Tide x The New York Times: Holiday 2020

I helped create a series of articles in partnership with T Brand Studio and Tide to introduce Tide Hygienic Clean, a new product in the Tide family. The collaboration included an article featuring a Tide scientist, GIF animations and a playful and informative full-page stain-removal guide in the Sunday New York Times. This work also helped further solidified Tide’s role as the ultimate laundry expert.

Tide x ATTN: Tide Hygienic Clean

As part of the Tide Hygienic Clean launch I also worked with ATTN to extend key brand messaging to a digital-first audience on social. Together, we created series of videos tackled proper laundry hygiene in fun and unexpected ways.

AJOVY x Bustle

AJOVY wanted to deliver its migraine information to a multi-generational audience within a crowded market. I conducted an in-depth digital analysis and found an existing space of editorial migraine discussion online. This allowed us to seamlessly enter into an ongoing conversation with information-seeking migraine sufferers, which we did via a partnership with Bustle and Romper. The work we created was also AJOVY’s first foray into branded Instagram Stories – and it reached two generations of women.

Tide x Vsauce3: Stains.

Tide wanted to reveal the complex chemistry and science behind their iconic detergent. We took this opportunity to lean into our inner geeks and hired Vsauce3, an influential science YouTuber with 4 million subscribers. He created a video showing what really happens in the washing machine, all in his inimitable style. It was viewed almost 500,000 times. To publicize the work beyond YouTube, we partnered with The Washington Post to reach a wider audience and also highlight the unexpectedly fun angle.

Plan B x Her Campus

When we heard about the HerCampus I’m Still Graduating virtual event, we immediately presented the partnership opportunity to PlanB, who were thrilled to join in. The innovative event virtually celebrated 2020 college graduates from across the country. PlanB connected to its audience during a key, emotional moment and used the event to kick-off a yearlong partnership with HerCampus, which included a series of Instagram posts, articles and interviews. And I’m Still Graduating won the Ad Week 2020 Campaign of the Year.

Tide x NFL: When is Laundry Night?

To usher Tide into the center of NFL season, we worked with the brand to create a faux-debate centered around picking a new laundry night. The campaign, whose social monitoring I oversaw and reported on weekly, included four meta TV spots (above, here, here and here), celebrities debating on Twitter and partnerships with NFL, WWE and NBC.

 

Tide Super Bowl 2020: #LaundryLater

To announce the launch of Tide Power PODS, we created four TV spots for the 2020 Super Bowl featuring a litany of celebrities trying to decide what “later” means. In the war room on game day, I monitored social conversation in real time using a custom dashboard.

Tide x The Infatuation: Tide Cleaners Chicago Launch

To create buzz for the Chicago launch of Tide’s laundry service app Tide Cleaners, we partnered with high-profile food festivals in the city, like Taste of Chicago, to register users during the moments when they were most stain-prone. Then, to further drive app downloads and grow subscribers, we also worked with The Infatuation to create custom content on their Chicago Instagram handle to punctuate key moments in the campaign.

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Heartline x Reader’s Digest

To increase app downloads for the Heartline heart health study, a longterm medical study conducted by Johnson & Johnson in partnership with Apple, we tapped Reader’s Digest to create and promote an educational article. Skillful targeting enabled us to reach both the 65+ audience needed for the study, as well as a tech-savvy group likely to possess an Apple Watch.