BRAND PROJECTS
Packaged Goods
#peanutbutterhappy | Jif Bars
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Objective: Create awareness for new Jif Bars.
This native campaign was created to support the launch of Jif's new peanut butter bar. Playful graphics celebrated the shape and the reveal of the product. Fit and active women shared a "bag drop" and contributed to the "happiness interview" series, offering tips and inspiration. The program achieved strong results on both Tumblr and Yahoo.
I oversaw the design and contributors.
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Beauty
Beauty upfront | L'Oréal
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Objective: Amplify and target brand campaigns using new Yahoo native ads.
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L'Oréal tested several beauty campaigns in a 6-month beauty upfront with Yahoo. I worked with agency teams to choose assets that would leverage Yahoo's newest native ad formats with "magazine" style content presentations as a backdrop. Over 10 product lines were represented, including hair (L'Oréal Paris), mascara (Maybelline) and skin care (Clarisonic). Fifty-two pieces of content were published. Remixed social posts featuring arresting visual imagery or animations performed the best. "Stop Doing These Things to Your Lashes," an animated sequence created for Grandiôse mascara, captured the highest view and share rates.
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I curated assets from multiple brand teams and agencies and chose new presentation formats that leveraged the Yahoo audience and platform. I negotiated usage, acted as a liaison to agency teams, and planned the posting calendar.​
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Financial
Services
Things They Don't Tell You | Amica
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Objective: Get Amica into consideration set for late millennials; drive traffic to brand website.
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When it comes to the big milestones in life--starting your first real job, having a baby, buying a house--everyone has advice for you: your aunt, your friends, the Internet. But then you go through the experience and realize there is plenty no one ever mentioned. This program explored the unexpected discoveries associated with milestone moments. Couples were recruited to share experiences in video episodes. Social influencers posted "my first" stories on social media, and finance expert Nicole Lapin weighed in with insurance-related tips for those planning to buy a house, get married, or start a family. Quote posts and infographics were also included in this series.
I conceived of the entire project from initial pitch through launch. I oversaw content design and creation, and also recruited and negotiated with influencers.
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Financial Services
Credit Scorecard| Discover
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Objective: Target credit-worthy millennials and drive them to sign-up page.
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This client was interested in reaching credit-worthy millennials to expose them to a new credit score product. Friendly and accessible content helped demystify credit scores, explaining how they are generated, and what they mean.
The content was promoted in campaigns running on Yahoo and on Facebook. The strategy worked: high click-through of ad units brought strong engagement to the content and delivered prospective customers to the brand's signup page.
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I pitched and conceived of content (infographics and short posts); oversaw infographics, art direction and creation of posts.
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