Digital Brand & Marketing
bright pink | national call your doctor day
Problem to Solve: 9 out of 10 millennial women admit they don’t schedule annual wellness care visits — which are critical for establishing and maintaining cancer prevention plans.
Opportunity: As a national women's health non-profit, Bright Pink understood that helping millennials get past their psychological hurdles could equal more doctor’s visits, and more productive conversations about cancer prevention.
Process: To inspire young women to be their own best health advocates, we knew we needed to interrupt their regularly scheduled social media feeds with a proactive message. I led our team to invent “National Call Your Doctor Day,” an integrated campaign that activated social media, influencers, CSR brand partners and paid media to reach over 6.5 million people over a two day period, and included a placement in Times Square.
Role: Director of Marketing | Concept Development, Campaign Strategy, Creative Direction, Brand Partner Relationships, PR
samsung | the emoticon project
Problem to Solve: Samsung needed to launch the first edition of the Galaxy Note, and wanted help positioning the device and its unique stylus concept.
Opportunity: How might the Note speak to a new audience of creatives who typically reach for Apple?
Process: We positioned the Note as a device for creatives by showing how its pen-like stylus and large screen could actually help reclaim what makes us human in an increasingly digital world. Working with street artist Shepard Fairey, we commissioned six of his favorite artists to reinterpret emoticons into original, handmade art that incorporated the Note in the creative process. The process and results were captured in short documentaries directed by Oscar-winning filmmaker Jessica Sanders. The mini docs were featured on TED.com during the 2012 conference as post-roll after talks. Supporting media directed to a custom tumblr experience that revealed more process artifacts, a first for any telcom brand.
Role: Content Lead | Concept Development, Storyboarding, Copywriting, Content Strategy
bright pink | assess your risk campaign
Problem to Solve: Cancer is the last thing on young women's minds, but it’s critical that they understand their risk and what they can do to lower it.
Solution: In just five minutes, AssessYourRisk.org examines a woman’s individual health history, her family health history and lifestyle factors to determine a personalized baseline risk for breast and ovarian cancer. This knowledge, paired with actionable resources, helps women build a partnership with their healthcare provider and personalize their individual prevention plan.
Process: As Marketing Director, I led the award-winning Assess Your Risk campaign for Bright Pink using a series of Facebook ads and a data-driven, ad-supported impact model to exponentially increase the reach of our awareness efforts and inspire over 300,000 millennial women to complete a cancer risk assessment in 2016, a 179% YOY increase.
Role: Director of Marketing | Concept Development, Creative Direction, Media Agency Partnership
kellogg’s | my Special k
Problem to Solve: How do you reinvent a landmark advertising campaign for the digital woman?
Opportunity: Kellogg’s marquee brand Special K wanted to transform their legendary “2 Week Challenge” from a diet fling into a lifetime relationship with women who increasingly using digital tools to manage weight.
Solution: The cornerstone to the content marketing plan was a site redesign that took a personalized approach to diet plans, integrated nutrition tips from experts and showcased stories from real women. As creative lead and content strategy expert, I led UX, design, client nutritionists and technologists to deliver an empowering experience that allowed women to customize their health goals, a first for the brand.
Role: Creative Lead | Content Strategy, Project Management, Copywriting
JCPENNEY | LITTLE RED BOOK
Problem to Solve: How do you make a legacy brand cool again?
Solution: The 2011 “Little Red Book” campaign was a translation of JCPenney’s print catalog and bold step for a brand eager to engage a younger, fashionable consumer. The execution was a first for online retail: a fully interactive video runway experience with editorial style content. As the project's content lead, I wrote and co-produced monthly fashion videos, was a key player in the digital experience concepting and execution, and led a team of copywriters in the interface copy creation and maintenance.
Role: Content Lead | Content Strategy, Scriptwriting, Copywriting, Content Management
