I'm with the Banned
Told the story of 6 artists impacted through Trump's immigration ban through a multichannel campaign that combined social, OOH, digital display and editorial content.
Portfolio Content
Spotify Playlists
In what currently has been Spotify's largest brand push ever, I developed a social approach that featured brand new platform features that were developed specifically for Spotify by the Platforms and myself (i.e. Snapchat - Swipe to App, Facebook - Linked Canvas).
Gucci Mane Everybody Looking
Given a limited budget for this campaign, I looked for unique opportunities in OOH, Programmatic Display and Social that would generate excitement for the launch of Gucci Mane's first album in 4 years. Of all the tactics, the most successful was a local Snapchat execution that overdelivered by 14,000%.
Spotify Artist Marketing
Helped Spotify develop a nimble go to market approach for artist specific campaigns that included role of channel, how to use their 1st party data, and creative best practices.
Verizon Influencer Project
For Verizon Wireless, I worked closely with 6 Vine influencers to develop a 6-9 month campaign (featuring 50+ pieces of content) surrounding the launch of new handsets, an NFL partnership and seasonal messages. The program was wildly successful leading to an increase in brand awareness, positive sentiment and the highest engagement rate EVER seen by the brand.
LG - Nate Berkus Studio Kitchen
Background: At CES 2014, LG and Nate Berkus announced a partnership surrounding their Studio line of appliances. I was tasked with developing a program that was relevant to the masses, but would drive sales within the more affluent audience. To do this, I created a "Surprise & Delight" program where we made the surprise... Nate Berkus. Users who were posing design questions on Twitter, were randomly selected and replied to by Nate Berkus via short form video.
Results: The program led to an increase in positive sentiment surrounding LG as an increase in awareness of LG's Studio line.
Sprint - TimeSpace
Background: The TimeSpace program had 50 reporters use Mobile Broadband cards to report news around the US and world (starting with President Obama's Inauguration).
Result: The TimeSpace program brought the concept of the "Now Network" to life by showing off the tangible benefit of mobile broadband cards in a editorial setting.
LG - Life's Good House
Background: My client LG turned to iCrossing to aid them in the development of a content hub for their Home Appliance division. With that assignment the LG House was born with the goal of creating content that was focused on making your life better, one tip at a time.
Results: Conversation surrounding LG appliances increased. In addition, engagement across social platforms increased dramatically (with some of LG's top posts EVER). It was so successful that LG expanded the house to include their other business units (Home Electronics and Mobile).
NY Mag - Shoe & Tell
Background: At the beginning of 2012, New York Magazine, began discussions to spin off their fashion arm, "The Cut". Before doing so, they tasked me with ideating ways to grow out their community.
Result: As one of many contests, Shoe and Tell played upon the gamification aspect of social media. It had users BYOF (Bring your own fans) and activate their social graphs, and in doing so, The Cut's fan base grew exponentially.
Sprint - Palm Pre Test Drive
Background: Piggybacking off the momentum that the Palm Pre garnered during CES, Sprint looked to get the Palm Pre in the hands of a select few to show how the phone stacks up against it's competition (iPhone and early Android).
Result: 1,500 users registered, 10 were chosen. Those 10 users were then asked to write 5 posts a day about the phone. Engagement with the posts was so high that it pushed the handset to Cnet's top phones. The program was nominated for an OMMA award.
LG Mobile USA - Launch of the LG G Flex
Background: With limited budgets and assets, iCrossing was tasked to drive awareness of the LG G Flex (the 1st curved OLED phone in the US). AS budget was tight, I adopted content focused strategy that inserted the LG G Flex into the social zeitgeist (such as the image here that was posted on 3/14 or "Pi Day")
Results: Engagement across these posts were quite strong, leading us to gain additional organic reach across social.
Sprint - Business on Main
Background: As Verizon and AT&T pulled away from Sprint in terms of subscribers, Sprint still saw that it's strongest user base was small business owners. In seeing this, my team at Mindshare was tasked to create a community for them.
Result: Mindshare worked with MSN to create Business on Main. The site won multiple awards, increased brand favorability by 50%, and reached over 13 million users. To learn more visit: http://advertising.microsoft.com/sprint-case-study
LG - Social Advocacy
Background: As the LG brand evolved over the past few years, one challenge they've been facing is the idea that their products are not premium and break. To mitigate that my team leveraged social listening to locate positive conversation, which we then in turn leveraged for creative to run across social channels.
Results: Year over year, LG's net positive sentiment increased. When compared to competitors, LG typically had a higher positive sentiment surrounding its brand.
Elizabeth Arden - Britney Spears Twist of Fate
Background: Elizabeth Arden and their agency came to Buddy Media look to execute a contest in honor of the launch of Britney Spears' new fragrance, Fantasy Twist.
Results: I worked with the brand and the agency to ideate a concept for the sweepstakes, and worked internally at Buddy Media to ensure that the user experience was clear. In addition to that, we developed strategies to break through the clutter of Q4 advertising.
Shopbop - Evergreen Facebook Tab
Background: To prepare for the launch of their new site as well as a global expansion, Shopbop enlisted my help to plan a global rollout across social channels.
Result: I developed the architecture for Shopbop to roll out their global structure, allowing them to expand across multiple markets while still maintaining brand consistency.
LG - All Star Celebrity Apprentice
Background: In the 2013 season of Celebrity Apprentice, LG was featured heavily in one of the episodes. To support this from a social perspective I created: an emergency response matrix, tweets for various celebrities, possible conversation starters, and a process to get items approved by the client in real-time.
Result: At the time, the organic engagement metrics were the highest that LG had ever seen. In addition, we were able to start (and sustain) conversations with celebrities and influencers throughout the episode. From the NBC/Apprentice perspective, the LG episode was the one that had the largest conversation volume as well as the most positive sentiment.
Sprint - HTC Evo 4G Launch
Background: Positioned as an entertainment device, the HTC Evo 4G heralded a new era for Sprint. As part of a record breaking campaign, the MovieFone execution featured mobile, display and video aspects.
Result: Increase awareness of handset to movie buffs through a new unique ad unit
Hearst - Social Prom Unit
Background: Hearst approached Buddy Media with a business problem: they were struggling to determine how to create a low effort, high impact social unit. For their prom campaign, I created a pseudo native unit for Hearst that placed their advertiser's content within their content well.
Result: The units I created performed better than targeted media on Hearst sites. In addition, the success of these units allowed Hearst to begin to charge for the units, opening up a new stream of revenue.
Sprint - Gamespot Now Playing
Background: Research of the Sprint/Nextel target showed us that one of their key passion points was video games. In seeing this, I worked with Gamespot to create a new to market program that gave gamers a first look at new games.
Result: Sprint (the first advertiser of this program) was once again able to show the tangible benefit of the "Now Network," while still maintaining a very effective return on investment.
See the integration live here
QVC - Social ROI Tagging
Background: QVC is one of the largest retailers in the world. In looking at social, the brand was looking to determine what their social ROI was exactly. To figure this out they turned to Buddy Media.
Results: I worked to implement Buddy Media tools on the QVC site, which gave the QVC learnings that not only show major trends but also help them measure what part social plays in their marketing mix.