Volkswagen
Super Bowl Rollout & Measurement Planning
OVERVIEW:
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
Increasing Effectiveness of Overlooked Assets
OVERVIEW:
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 (CTR) year-over-year for all mid/lower funnel digital and social banners.
A Grammys Campaign That Met the Moment
OVERVIEW:
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%.
Visit Panama
Driving post-COVID tourism recovery
OVERVIEW:
In the aftermath of COVID, Visit Panama needed something to get their country on the radar of prospective travelers. As the strategy lead on the project, I pushed the team to tap into social media (where travel inspo happens) via an idea that would be shared in order to maximize reach on a limited budget. We tapped into the popularity of personality quizzes with a campaign that helped travelers find what they were looking for via a web-based quiz experience that resulted in shareable traveler profiles (nature lover vs. foodie, etc.) as well as a sweepstakes to win a free trip to Panama.
RESULT:
The campaign garnered 22k sweepstakes entries (goal: 10K), 241K unique website visitors (goal: 100K), as well as 7M+ social impressions and 15 PR hits (including a feature on Travel + Leisure).
Mozilla
A Guerilla Approach to AI Comms
OVERVIEW:
The AI arms race has begun, with major players all vying to win market share and lock users into their ecosystems. But Mozilla saw a different way — one where consumers had control over our AI future. We developed a campaign to distribute their AI vision at scale, and recruit “rebels” (brand advocates) who would join the cause. This required a guerilla-style comms approach across Mozilla’s vast owned ecosystem, as well as IRL activations, social ads, and a Reddit AMA.
RESULT:
Earned Media pickup via CNBC; paid media performance of 3-4x Reddit benchmarks on Reddit Freeform Ads.
AVD Strategy 