Consumer Marketing
There’s nothing like finding the sweet spot between two brands. Marrying products, services, and moments together to add incremental value to a user brings me joy. Below are just a few examples of how I brought this to life throughout my career.
Sony 4K Ultra HD TV FIFA World Cup Campaign
Conducted an exclusive sweepstakes with Best Buy to support the marketing and sales of Sony’s 4K Ultra HD TVs with a grand prize trip to watch the 2014 FIFA World Cup in Brazil.
Channels:
Best Buy desktop and mobile microsites, social channels, and bestbuy.com digital banners.
Project Role:
Project lead responsible for developing creative direction, briefing and partnering with creative agency (Catapult), facilitating production and logistics with sweepstakes management agency (Gage), and routing approvals and execution with Best Buy.
Results:
Within the 2 week timeframe of the campaign, it achieved over 90K entries with higher than industry average mobile engagement and strong CTR for product purchase consideration, surpassing previous sweepstakes campaigns.
Student Embassador Program | Smile Campaign
Sony Student Ambassadors were hand selected to participate in a creative photo shoot to tell their story and represent the target audience in window graphics in the Sony Direct Retail Stores across the US in the Fall of 2011 as part of the “Smile” campaign.
Channels:
Sony Direct Retail Stores in the US (~25).
Project Role:
As the Program Manager for the Sony Student Ambassadors, I helped to create the selection criteria and interview process which narrowed down 100 students to the final five that were chosen to be featured in the campaign to best reflect the Sony brand.
Results:
After a successful photo shoot, the Student Ambassador profiles were featured in large graphics and signage inside the Sony Direct Retail Stores, including graphic “fin” walls, department POP, and large format window signs.
Delta Sky Magazine Spread | Digital Imaging Sweeps
A full two-page spread for the Delta Sky Magazine which was part of a larger sweepstakes campaign that I managed to promote awareness of Sony’s advanced point-and-shoot digital cameras by encouraging consumers to enter for the chance to win a dream vacation and learn about cameras that can help them capture important memories.
Channels:
This spread ran in the September and October issue of the Delta Sky Magazine
Project Role:
Project Manager for the full campaign, negotiated media placement and secured added value in digital banners, e-newsletter (CRM), and second print ad to be used at a later date. Briefed creative agency (Catapult) and provided creative direction and coordinated internal feedback.
Results:
5MM+ impressions. Delta Sky was chosen as a media partner because they are the largest airline with over 13MM passengers per month, and thus the highest in-flight readership with a matching target audience profile.
Verizon Nest Recycle Campaign
In honor of Earth Day, Nest and Verizon collaborated to create a campaign to encourage consumers to recycle their own traditional thermostat and get $30 off when they upgraded to a Nest Learning Thermostat. The campaign was executed through multiple channels including social, CRM, and digital.
Nest Lowe’s Fire Safety Campaign
Nest Lowe’s Fire Safety Campaign - In honor of Fire Safety month, Nest and Lowe’s collaborated on a month long event activation that included a Nest branded fire truck that traveled across the country to Lowe’s stores to educate shoppers on fire safety and the benefits of a smart smoke & CO detector. The campaign included in store signage, social, CRM, and digital.