3M
As the lead social writer on this brand, I had a lot of freedom from my CD to make day-to-day decisions while managing a CW and a AD. Below are a few examples from a wide range of work accomplished.
The Big Picture
Opportunity:
As an inter-agency team we created an installation for SXSW dubbed The Big Picture. This experience illustrated the impact of our current standard of living and provided solutions for sustainable living. It was also a moment for the brand, and it’s newly rebranded identity, to shine.
Execution:
We created content leading up to the event that would drive awareness which complemented press coverage and we also created real time social assets to be shared during SXSW.
We ideated and helped procure a local brewery presence; because people like talking about science-y stuff after a pint or two.
We created a 3M street team that would drum up attention and also provide utility, like 3M bandages for sore feet (there’s lots of walking at sxsw).
See below for examples of our social content. First, "man on the street" videos shot and edited at the event, then some preplanned content, live Tweets made during the 3M panel, and lastly an example of how our street team was providing utility to festival goers.
Misc. Content
Other than tentpole events like SXSW, my team produced ~30 pieces of social content per month. A few top performers are featured below.
Agency: Fanscape
CD: Brandon Stuart
Sr. CW: Zane Cassidy
CW: Kevin Lee
AD: Francesca Mastromarino