Multi-Channel Storytelling
I led strategy, content and copy for the campaigns below, from brief through launch.
WRITING A NEW (DE)SCRIPT
Brief
Update brand identity of Descript in preparation for AI agent launch.
Strategy
Work with Head of Marketing to build full brand house, working sessions, and work plan; Establish guardrails, guidelines, and an agreed-upon brand for the full marketing and creative team
Results
Updated, cohesive messaging and campaign deliverables for AI product launch, from which customers’ editing increased by more than 60%.
Cohesion across campaign launch creative, internal team processes, and over-and-above client satisfaction.
PROVIDING KLARITY
Brief
Reimagine Clarity’s brand identity to add excitement to the experience and establish it as unique from competition.
Strategy
Build messaging and visuals inspired by product providing “clarity” to in-house account teams; execute brand messaging frameworks grounded in this updated approach
Results
Increased messaging cohesion across touchpoint, including site, social media, events, white papers and other sales materials. Increased unity across internal teams with updated messaging standards and tools for future campaign planning.
THANKSGIVING AT INA GARTEN’S
Brief
Inspire Williams Sonoma customers to shop for Thanksgiving early and often.
Strategy
Feature Thanksgiving through a menu, entertaining tips and product recommendations from Ina Garten. Amplify through 360 content experience.
Results
Record-breaking traffic to recipes and menu, with top-visited pages of all-time at campaign launch. More than 2.5 million of impressions and top engagement across channels, including site, social media, email and video.
Creative Director: Kathleen Korb; Design Lead: Yu Mei Compton; Video Lead: Clare Langan; Social Lead: Jennifer Yee
PLANT YOUR GARDEN
Brief
Inspire The Home Depot customers to invest in their outdoors for spring.
Strategy
Highlight blooms and gardens through animation, while targeting messaging specific to audiences based on shopping behaviors.
Results
Higher-than-benchmark results across all channels, including recall on digital audio, CTR with online advertising, and impressions, CTR and ROAS on social media.
Agency Partner: Trade School
A COLORFUL NEW EXPERIENCE
Brief
Highlight ability to match any paint color with The Home Depot’s mobile app.
Strategy
Identify inspirational, emotionally-driven moments that capture color in a unique way and translate that, using the Project Color app, to paint colors from The Home Depot’s trend palette.
Results
Higher-than-benchmark results across all social channels, including Pinterest, YouTube, Facebook, Instagram and Snapchat. Facebook drove YoY +565% ROAS and Pinterest drove +533% CTR versus the prior quarter of launch.
Agency Partner: 22squared
Train Like an angel
Brief
Launch Angel Max as the most versatile and highest-technology sports bra from Victoria’s Secret.
Strategy
Show the product in a range of low-impact to high-impact workouts.
Partner across teams to build content experiences including supplementary workout products, recommendations from celebrity trainers, playlists and more.
Highlighted across paid social, organic social, PR, email, app and site.
Results
Five weeks of content storytelling with consistent top performance on paid and organic social media.
Built a trajectory of audience engagement leading into the holiday season and annual fashion show.
Night in or night out?
Brief
Highlight the style versatility of Victoria’s Secret Very Sexy Social Butterfly line, as an intimate, private look or lingerie that is made to be seen and styled.
Strategy
Build a content experience illustrating the on-trend product and how to wear it.
Highlight through visuals, interactive video and copy that speaks to product benefits, how-tos, trends and more.
Publish across site, email, paid and organic social media and others.
Results
Top engagement metrics, including on paid social media, with higher-than-industry benchmarks.
Raising the wage
Brief
Gain credibility for Gap Inc’s values through it’s decision to raise the minimum wage for store associates.
Strategy
Develop content on the minimum wage and equality issues to illustrate company investment and knowledge.
Represent the solidarity and visibility of this cause through the classic product, the white button-down, in a company-wide event.
Amplify across social media, email, PR, internal communications, content partnerships, influencers and more.
Results
Increase in job applications to Gap Inc. brands, both in-store and corporate, including seasonal associates, following campaign launch
Significant media coverage, including New York Post, Vanity Fair and CBS This Morning
Significant social media engagement, including with Upworthy, Maria Shriver, President Obama and the White House
