Beats Music is a streaming service that combines top tier music experts with premium technology to deliver the right music at the right time. The service, set to launch just days before the Grammys, needed a boost on social media to gain awareness.
During launch week, I was tasked with setting up the social moderation systems needed to sustain social chatter from an event of this size. In addition to deciding the process and flow that users on social would come to expect, I trained the whole community management team to run and service their new customer base.
Working so closely with the client, we were able to launch a large paid media campaign to boost consumer adoption. Soon after launch it debuted as the #1 music app, and #5 overall app for iPhones. Working directly with the client lead us to achieve our goals while developing a strong rapport.
2014 Clio Awards, Music Integrated Campaign, Silver
Converse Music Tumblr
Converse has always been a blank canvas for culture. We wanted to continue that tradition in social. So we turned Tumblr and partnered with artists to create stuff people actually care about.
During the campaign, I defined a set of performance metrics and advised the creative and content teams as to which posts were more likely to perform as well as providing cadence and category insight throughout launch. In addition, I was responsible for regular reporting, trend analysis, and sharing platform learnings back to clients and internal teams.
In the end it paid off! Three of our collaborations shattered world records for most engaged sponsored post of all time. And now, Tumblr uses our site as a model for other brands on how to do it right.
The #BestBlackFridayEver was Samsung’s commitment to offer consumers the best deals on the best products, online and in store. This campaign started bright and early on Black Friday. With some innovative social tools, Samsung shoppers had a great retail experience.
Coordinating outbound messaging for this campaign made it simple for fans to learn more about the meaning of the hashtag and the brand associated with it. Along with organizing the system for outbound messaging, I analyzed engagement and sentiment around Samsung when the brand began the campaign to ensure goal attainment.
The result was a campaign well-done, with a bunch of overstuffed happy adpeople ready for their next challenge.
TNT's Falling Skies
Duck Dynasty Premiere
Duck Dynasty is a reality TV show about a redneck family that built a duck call empire. The goal was to expand the audience of the show to make it more popular than ever.
One of the digital services supporting Duck Dynasty's activation was to track trends and behaviors in real-time. During the event we used various platforms to provide the most up-to-date feedback to creative and production teams.
With 156,797,674 impressions, Duck Dynasty became the most talked about show on the web. Four hashtags trended globally and 3,900 tweets were sent per minute. A TV show that was niche now has mass appreciation.