Led content and influencer strategy for award-winning B2B social program.
We invited influential data center bloggers to build their own data centers with Lego pieces and then asked our community to vote for the winners. Prizes in the form of a charitable donation were given to the best submissions. It was selected as a finalist in the 2013 Shorty Awards competition for "Best Use of Social Media for a B2B Brand" and proved that B2B brands can have as much fun as consumer campaigns on social. Coverage here.
Launched first-ever brand ambassador program for Google Apps
While it's one of the most popular platforms for businesses to run on, Google for Work (the implementation of Google Docs and Apps for businesses) suffers from relatively low brand awareness. We identified customers and social influencers to serve as brand ambassadors, sharing content from Google's social channels and helping combat detractors online.
Strong digital content helps support biggest franchise launch in gaming history
We worked with both the game developer (Bungie) and publisher (Activision) to develop a unique social voice and digital presence that led to $500 million in sales on the first day. This was the result of more than 18 months of social content creation and careful online community building to ensure that both casual fans and hardcore gamers would turn out on launch day. Coverage here.
Directed communication strategy and built brand awareness for Fitbit's B2B offering - Fitbit Wellness.
We developed a unique brand narrative and media strategy to help distinguish Fitbit Wellness, Fitbit's corporate wellness offering, from it's consumer-facing counterpart. This included a three-city tour ("Captivate Roadshow") that featured speakers and panelists discussing the future of wellness programming in the workplace. Coverage here.
Led PR, digital content, paid media, and creative production strategy for MLB-partnership announcement.
Kingsford Charcoal launched it’s partnership with MLB as the official charcoal of baseball in 2018 with a star-studded anthem video and media campaign. The video (featuring MLB’s Vince Scully, David Ortiz, Noah Syndergaard and Johnny Bench) encouraged fans to celebrate the first Opening Day in 50 years to include all teams playing on the same day with America’s other past time - firing up the grill. The campaign was a huge success generating over 72 million impressions and 4.5 million views. Coverage here.
Led creative strategy, PR and distrobution planning for Late Season campaign kick-off event.
Kingsford Charcoal wanted to encourage MLB fans to keep grilling even as Summer turned to Fall. We enlisted the oldest current pitcher in MLB, Bartolo Colon, to show fans his “off-season workout” complete with curls (ribs), squats (whole hog), and shoulder work (pork shoulder). The creative went viral, gaining 2.2 million views in the first day and more than 13 million media impressions. Coverage here.