Yahoo Brand Campaign
This brand campaign let users touch Yahoo by deploying 20 GPS enabled, solar powered, photo taking bicycles around the globe to cyclists, tech-enthusiasts and photographers. The bikes would take a picture every 60 seconds and upload them to an interactive map. The stories the bikes enabled lead to over 40 million touch points and major network distribution bringing along with it lots of brand love for Yahoo.
Branding, Digital, Experiential, Influencer, DM, Social, PR, Product, International
Whistle Product Launch
I introduced Whistle, the first ever on-collar device that measures your dog's activities, to the world with an initiative that was highly emotional and profoundly educational. This project developed their brand personality and significantly influenced the product experience.
Branding, Digital, Experiential, Video, Social, PR, Product
Sungevity Brand Campaign
I helped Sungevity introduce its residential solar energy product to the East Coast with a smart, happy, sales funnel machine. The ice pop truck visited strategically targeted residential neighborhoods educating residents on solar power and exciting them with Sungevity’s simple lease plan. Connecting visitors to Facebook engaged them with customer advocates willing to share their knowledge and excitement. The campaign had enormous impact resulting in 61% of all sales leads and 50mm digital impressions across social and press. In the end, the simple communication paired with digital scale was the key to our success.
Digital, Influencer, Social, Experiential, PR, Radio
Lytro Q4 Campaign
The challenge was to allow potential customers to experience Lytro’s revolutionary technology without actually touching the camera. I took the nostalgia of stop-motion, holiday television specials and created an unexpected brand experience. Over Twitter, I asked shoppers to tweet Lytro a holiday picture. We recreated the photo in clay and posted it to a custom Tumblog. Users were surprised and engaged when they saw their submission transformed into a living picture, delivering a one-of-a-kind, share-worthy holiday card and sharing with them the magic of a Lytro camera.
Digital, Video, Influencer, Social, PR
Isotoner Brand Re-Launch
Challenged to reintroduce this brand, I crafted a new communication strategy, revised their brand story and constructed a campaign that bridged new customers without exiling their loyal base. Through a mix of traditional and social mediums I helped the well recognized yet dormant brand reenter the minds of customers.
Branding, Digital, Video, Social, PR, Product
Mother's Day Campaign
This was a personal project that I hoped 1-800-Flowers would see the genius in. As a unique way to remember to send your mom flowers on Mother’s Day, I developed a quiz that resulted in your mom’s TV character equivalent. I then associated each TV mom with a bouquet on 1-800-Flowers for an instant click to purchase.
Digital, Mobile, Partnership
Polyvore Project Decorate
This influencer campaign introduced Polyvore’s new home interior design vertical. The goal was to raise general awareness for the brand, encourage interior design "set" creations on Polyvore and have bloggers share sets to their audience. I engaged a select group of creative, influential and inspiring interior design bloggers to join a weekly series of blogger spotlights and interior design contests, focusing on a different blogger each week. A companion video helped explain and launch the new vertical. During the six month project, 34,000 sets were created and over 3mm social impressions were generated. Most importantly I connected a community of bloggers who still share sets with each other and their audiences.
Digital, DM, Influencer, Social, Partnership, Video, Mobile
LinkedIn Engagement Campaigns
I helped LinkedIn build their brand for it’s growth years with both BtoC and BtoB projects. I crafted the launch campaign for their extremely popular news product, helped grow their BtoB conference from 700 to 4500 attendees and engaged consumers on the importance of a solid profile. This work was heavily reliant on crafting a smart strategy and pivoting as the business developed.
Branding, Influencer, Video, Digital, Experiential, Mobile, BtoC, BtoB
American Express Product Launch
Working with AMEX to launch the Blue card, Open Small Business product line and Tribeca Film Festival partnership was an exciting set of assignments. Responsible for the digital brand advertising across all card products allowed me to craft the first crowd sourced digital ad campaign, video interactive map and cover 80% of the Yahoo homepage with an AMEX message.
Branding, Digital, Influencer, Product, Experiential, e-commerce