My Core Principle
Using data to marry culture with media to create impactful and unique brand experiences for consumers.
Cotton: Check the Label Project
For the 3rd year of Cotton’s Check the Label campaign they wanted to move from awareness driven content to engagement driven content while connecting with their high value audiences. Data showed that women were the biggest decision makers for households and women were on both the male and female sections of the Shop Cotton site. With that in mind, I approached the digital publishers male focused, UrbanDaddy and female focused, Bustle Digital Group to come together for the first time to create a bespoke site for Cotton’s fall campaign. The Check the Label Project campaign created a one stop shop for women and men educate on what they put on and in their bodies.
Forevermark: Dynamic Creative Optimization
For the launch of Forevermark’s first ever bridal campaign, I Take You, the brand wanted to take personalized messages to the next level to ensure that the right person was being delivered the right message, at the right time. After working with the Mindshare insights team to create personas for the overall Forevermark brand, I managed the strategy and launch of the full funnel Dynamic Creative Optimization for the brand. Leveraging the insights for the key consumers allowed us to properly build a message matrix while also working with the in-house creative agency to ensure the messages were unique and meaningful while also laddering up into key consumer differentiators. With DCO, we were not only able to create unique messages but we were also able to create properly optimize performance of both segments, audiences and creative based on the overall campaign set up.
Agency Clients
