Cannes Bronze Lion, 2014, MEDIA LIONS/Integrated Campaign: Use of Integrated Media
The Campaign:
As a powerful demonstration of Bank of America’s new brand promise – Life’s Better When We’re Connected – we created a simple action that would signal to the world that we can uniquely reignite support for AIDS at scale.
We invited our worldwide employees and customers to jumpstart the movement, and built an innovative social and cross-channel paid media program to build momentum behind (RED)’s largest brand participation effort ever.
The Results:
- Song downloads triggered a $3,144,477 donation
- 7MM YouTube views, 112,000 campaign mentions, 107,000 tweets.
- Week-long pre-SuperBowl ad using paid, owned, and earned media to tease the free 24-hour download event.
- 15 Bank and (RED) site and mobile properties, and iTunes itself, featured the countdown – it was even on the digital billboard in Times Square behind pre-game commentary on Fox. Radio, and a promoted Vine in Twitter, teased U2’s song to capture attention.
- A Twitter celebrity push signaled the download had begun. Exclusive and customized deals with Facebook, Twitter, Google, Yahoo!, and Shazam made direct-toiTunes downloads possible.
- The ad ran 13 more times after the SuperBowl, during post-game commentary.
Cannes Silver Lion, 2008 & Adweek's Media Plan of the Year
The Campaign:
In 2007, Reebok launched Run Easy, one of the most comprehensive running campaigns in the brand’s history. The goal of the campaign was to inspire consumers around the world to fulfill their potential and celebrate their individuality. The message of the campaign was that while many other brands speak about the “blood, sweat and tears” of running, Reebok celebrated the camaraderie, joy and fun of running – Run Easy. Reebok used television after the word was already out. Reebok actually gave control to consumers. They allowed consumers to participate and share – running maps, testimonials, photos of them and their friends running.
The Results:
- We created a “movement” to appeal to the everyday runner.
- We ran a series of unbranded messages (outdoor and virally) before unveiling www.goruneasy.com as the hub of the movement.
- People were invited to create their own profiles, post pictures, detail running routes, and post music playlists.
- Post campaign showed 76% of all respondents attributed the campaign to Reebok and 72.4% said they pitied the “hard-core” runner.
- Sales during and post campaign increased up to 60%.
Additional CX, Digital, Marketing and Data Experience
Technology Deployment – grew a cross-functional team from 3 to 36 employees and led the team in partnering with 10 agencies in 5 countries to create a digital eCommerce platform in 31 countries and 18 languages. This included the design and build of the organization’s technology stack – Tridion CMS, Hybris eCommerce platform, SAP PIM, and a custom-built personalization engine.
CX Leadership – Partnered with Allianz, a prominent leader in the insurance industry, to align corporate, business, and technology objectives to enhance the customer experience.
Digital CX – Collaborated with the Executive Leadership Team of a manufacturing company to drive improvements in Digital CX. This included leading the integration of voice of the customer across the organization, ensuring customer insights informed decision-making, developing and executing a comprehensive CX strategy, conducting customer journey mapping, deploying Salesforce, and conducting a technology selection for a product information management (PIM) system.
Data Strategy – Worked with a global entertainment company to define a blueprint for an Enterprise Data Model, Technology Architecture, and Workflow Governance to create traceability across rights management, products, scheduling, and distribution. The solution unlocked the ability to better understand performance, improve reporting, drive operational efficiency, and track revenue.
CX Measurement – In addition to customer journey and ecosystem, I collaborate with business, technology, and data teams to measure each step of the customer journey. This includes identifying KPIs, understanding data sources, and partnering with technology teams to implement dashboards, CDPs, and more