Project:
For Volkswagen’s first Big Game ad in 10+ years (and its celebration of 75 years in America), I was tasked with the orchestration of the rollout of “An American Love Story” from tease to game day to post-game sustain, as well as how and when to measure success.
RESULT: A resounding success—the 2nd most liked ad and 3rd most engaging ad of the 96 big game spots. But the impact of smart comms planning took things even further—the teasers resulted in 800% growth in social media followers in the weeks preceding the big game, the early drop of the spot reached 10M Americans pre-SB with zero dollars in paid media support, on game day VW.com shattered its one-day site traffic record, and the campaign garnered 1700+ media (PR) hits in total.
Volkswagen
Super Bowl Rollout & Measurement Planning
Project:
In the auto category, most client and agency attention is given to video ads and tentpole sponsorships, but what about the myriad of social and digital assets garnering millions (even billions) of impressions per year? I spearheaded a joint strategy/creative effort to revamp Volkswagen’s programmatic assets—breaking free from the category “sea of sameness” and driving a massive improvement in performance.
RESULT: A 25%+ sustained improvement in click thru rates year-over-year for all mid/lower funnel digital and social banners.
Volkswagen
Increasing Effectiveness of Overlooked Assets
Project:
To promote the new Google Pixel 2, and its amazing camera capabilities, our team wanted to go beyond an obvious product demo. We worked with Logic, who was nominated for a Grammy for his hit song “1-800-273-8255,” to encourage America to look beyond the picture perfect highlight reel of photos seen in social feeds every day and to “question your lens.” This campaign required a carefully considered and well-planned comms rollout to ensure the message landed as intended.
RESULT: A 20% lift in brand awareness and Google searches related to “Pixel camera” increased by 145%.
A Grammys Campaign That Met the Moment
Project:
While Nissan may be a challenger brand in the US market, it has cemented itself as a leader in social media marketing. After a highly successful year, I was tasked with building on that success with a cross-platform social plan for the next 12 months. This strategy had to thread the needle between product launches, seasonal/cultural moments, and media plan flighting, building on Analytics’ data on what worked and what didn’t throughout the previous year. The resulting strategy and content calendar served as the blueprint for all social efforts for FY25.
RESULT: Continued sustained growth in Nissan’s social media following and engagement via content series such as “Offroading 101” and “Testing Grounds,” designed to promote Nissan’s quality and reliability, as well as partnership content with Calm, which netted over 87M views (and counting) on TikTok.
Nissan
Developing a Full Year Social Media Strategy
Project:
While Nissan may be a challenger brand in the US market, it has cemented itself as a leader in social media marketing. After a highly successful year, I was tasked with building on that success with a cross-platform social plan for the next 12 months. This strategy had to thread the needle between product launches, seasonal/cultural moments, and media plan flighting, building on Analytics’ data on what worked and what didn’t throughout the previous year. The resulting strategy and content calendar served as the blueprint for all social efforts for FY25.
RESULT: TBD (just launched!)
Mozilla
A Guerilla Approach to AI Comms
AVD Strategy 