Concepts & Copy
The right words and concepts can make or break your brand story.
Good copy elevates your website, social media, ads, and videos, ensuring your message is clear, consistent, and distinctly you.
Case Study 1
State Farm
Opportunity
State Farm sought to increase awareness and engagement with their NeighborhoodofGood.com platform, a resource for finding volunteer opportunities.
Additionally, they wanted to reinforce the brand’s commitment to community involvement.
The challenge was to inspire meaningful action by overcoming the common barriers to volunteering.
As the ACD and creative lead for this account and project, I oversaw the production and development of this campaign from start to finish.
Execution
We brought the "Harmony for Good" concept to life through a moving story series about inspiring artists. This multi-platform campaign included:
Long and Short-Form Content: In-depth written features and compelling video storytelling showcased the artists' work and impact.
Diverse Media Mix: We reached our target audience through radio, banner ads, web content, streaming services, and broadcast television.
Story Focus: We centered the narrative on Brendon Urie's passion for mentorship, a theme that resonated with his audience.
Mini-Documentary Approach: Extensive research informed a compelling mini-documentary format and a detailed logline/treatment to guide production.
Social Impact: Shorter pieces tailored for State Farm and Panic! social channels drove strong fan engagement (OMGs, tears, and meme creation!).
After Panic!, we had the opportunity to work with Lauren Alaina and tell her story.
Through a year of content creation in the studio, at festivals, and on the road, we encouraged thousands of people to donate time and money to volunteer efforts.
Outcome
Our storytelling approach for State Farm generated national attention, drove measurable action through Neighborhood of Good, and earned widespread media coverage.
Awareness: This groundbreaking campaign garnered national attention for State Farm and set a new standard for purpose-driven content.
Outstanding Digital Engagement: The campaign became State Farm's top performer of the year in terms of digital engagement, surpassing all benchmarks.
Measurable Impact: We saw a significant increase in site visits and volunteer commitments through Neighborhood of Good, demonstrating the power of storytelling to inspire action.
Earned Media Boost: Positive press and features in prominent media outlets amplified the campaign's reach, extending the impact of its message.
Case Study 2
Philips
Opportunity
As the lead social writer for a suite of Philips brands (including OneBlade, Sleep, Sonicare, Avent, Norelco, and AirFryer), I participated in content strategy, campaign concepting, and community management.
For OneBlade, our approach was all about being clever, timely, and relatable to win over a sarcastic and skeptical dude.
Strange New Beard
We knew the target demographic enjoys experimenting with quirky facial hair styles and sharing them with friends for playful feedback.
We capitalized on this insight and the Benedict Cumberbatch connection for a humorous social media campaign.
Ultimately, The Strange New Beard concept came to life at Comic-Con NY, where guys could rest their feet and let our barbers go to work, giving them the Marvel character beard they chose.
Additional Content
For No Shave November and other promotional campaigns.
Case Study 3
Blue Diamond Almonds
Opportunity
Bring a fresh, bold brand positioning to life, promoting a wide spectrum of Blue Diamond almond flavors and driving awareness.
We embraced the core idea that cravings are undeniably human. With this campaign, we wanted to ditch the guilt often associated with snacking and position Blue Diamond almonds as a satisfying and healthy choice.
Crave Victoriously
To bring the "Crave Victoriously" positioning to life, we developed a multi-platform campaign blending targeted advertising and an interactive engagement element.
Targeted Ads: We crafted ad campaigns that resonated with specific flavor seekers (sweet, salty, spicy, etc.) and addressed common snacking times throughout the day.
The Science of Cravings Twist: Taking the concept further, we introduced the "Science of Cravings" angle. Inspired by the Harry Potter Sorting Hat, we aimed to create a fun, interactive experience where users could discover new insights about themselves based on their cravings.
Engagement, Loyalty, and Data: This interactive component was designed to encourage sharing, drive loyalty program enrollment, and provide access to personalized rewards. The backend would collect valuable audience data to offer even better recommendations in the future.
Copy A (Superfood): They say, deny your snack cravings. We say, grab that craving by the superfood handful and crunch it.
Copy B (Flavor+Superfood): The subtle sweetness of dark chocolate in a superfood. Don’t just crave it... crunch it.
Copy A (Superfood+Flavor): Don’t “control” your snack cravings. Fuel them with the flame of Sriracha in a superfood crunch.
Copy B (Evocative Language): Tangy Sriracha leaps like lava from your phone for the kiss. Crunch your cravings. Now.
Website Copy Refresh & Digital Engagement
