J. Walter Thompson - iStrategy Labs
Little remedies, #littlewisdom - Prestige brands
We started with focus groups, scoured social media comments and found that being a new mom is terrifying, and new moms often feel isolated and alone. There’s so much they wish they knew before having a child, and even after having one. #Littlewisdom is a campaign designed to alleviate those fears, and build a community around the fear and isolation. The campaign targeted new, first-time mothers and helped to drive engagement and coupon downloads.
#Littlewisdom led to over 2k coupon downloads in two weeks, and garnered more than 750k views across social media channels.
I worked with the client to help breath life into their business objectives. I led the internal team to develop the strategy, worked closely with the creative team to find talent, oversaw content strategy, managed budget, and worked to develop a script and copy across platforms.
Rosetta Stone
Embrace Conversation
We started by scouring social media, conducting qualitative and quantitative research, and surveying existing customers. What we found was that price point without trial proved to be an overwhelming barrier to purchase. We also found that people felt bombarded by ads, links, and literature that only pushed to sale. We were losing out on pushing people down the funnel, so we devised a content strategy that would help to address both factors.
In order to entice people to try Rosetta Stone’s free demo we needed to show them that language learning was more than just a hobby, it could help them unlock the world. We partnered with an amateur filmmaker to capture his Spanish language learning process, then sent him to Cuba. We captured the food, culture, and adventure along the way and highlighted Peter’s conversations with locals.
The campaign resulted in 50k email signups, 75k free demos, 750k clicks to website.
I worked with the creative team, UX/UI, analytics and paid media teams on brand strategy, content strategy, paid social media, and copywriting efforts for this campaign.
LAUGHLIN CONSTABLE
World Finance
Illinois Poison Control
What began as a simple logo redesign morphed into a full website and digital overhaul. The Illinois Poison Control set out to design a logo that was more visually appealing to children - something that would stand out as a magnet on a refrigerator in the event of emergency. What we ended up delivering was an easy to navigate website, a streamlined design, and digital properties that all supported the IPC’s mission of delivering critical information to those in need. We held workshops with stakeholders, and poison control educators, interviewed parents, and delivered a strategic vision that aligned with IPC’s core user segments.
Jeweler’s Mutual
Abelson Taylor
I supported Abelson Taylor’s rare disease portfolio and worked across both HCP and Patient to support six of CSL Behring’s drugs, each with several indications.
Evoke
New business pitches, managed the full marketing funnel from acquisition to retention. Delivered omnichannel programs to include CRM, paid and organic social media
Abbvie Creon
Pfizer:Vyndamax
FCH Brands: Plan B One Step, Breathe Right
