I developed and sold through #ShareTheBench as Coca-Cola's official campaign for the 2015 Women's World Cup sponsorship. We launched it via the @CokeSoccer handle, which gained 64K followers in first four weeks.

This comprehensive social campaign included real-time game coverage, video, Spotify playlist, celebrity Twitter Q&A, USA Today print ad, and the first-ever Coca-Cola Share the Bench Award.

We achieved unprecedented social media performance with an average engagement rate of 9%, higher than most well-established brands.

Recognition:

Twitter "Benchmark" Case Study

SURGE soda was a cult favorite of the late 90s and early 2000s. After a passionate fan movement lobbied the Coca-Cola Company to resurrect it, SURGE was relaunched in stores to ecstatic fans in September 2015. 

We created the SURGE Comeback campaign to usher in this new era for old fans and recruit the next generation to the ultimate "comeback king." It was full of fun 90s nostalgia, at a time when that decade was back in a big way. And because we didn't want SURGE to feel lonely here in 2015, we even partnered with 90s star Pauly Shore to be our spokesperson. His stunts included a 90s takeover day in LA and announcing the launch of Frozen SURGE in Burger Kings nationwide through an over-the-top video.

Major media outlets jumped on the news, our website received 400k hits the day SURGE relaunched, some tweets earned as much as 20% engagement rates, and the Frozen campaign garnered 14 million impressions. 

This social video is full of hot air: it documents a dream fulfilled for 89-year-old Bette Jacobson. While she'd checked off just about everything on her lofty bucket list, a blimp ride had evaded her. That is, until MetLife heard about her dream via her family's social media requests. I was part of a cross-functional team that stepped in to make Operation Bette Rides a Blimp a reality, treating her to a day on the 148-year-old brand's iconic Snoopy 1 blimp and turning her story into video and social content. 

Bette wasn't the only thing soaring: to date, her story is MetLife's best performing Facebook video of 2016, with metrics approximately 4x higher than average.

Every year, Delta sends their most loyal flyers a tried-and-true (and truly uninspiring) direct mail package letting them know they've earned Medallion status. This year, we wanted to mix it up.

How do you get this busy audience to pay attention to a DM and actually feel appreciated by the brand they spent so much time and money with?

First, we completely reformatted the piece, so members had to interact with it in a new way even if they'd received it for years. Then, we stripped out the information we knew they didn't care about, and instead, worked with an illustrator to visualize their accomplishment of flying as many as 125,000 miles. When you applaud someone for flying the equivalent of 13,000 Mt. Everests, it makes them realize what an accomplishment it is.

Vine & Cocktail Series

Our recognition went beyond the mailbox, too. The campaign featured Delta's first-ever Vine videos, Medallion member happy hours at Delta Sky Clubs nationwide, and another first for Delta: the in-flight Medallion Cocktail series (four drinks inspired by each level) that was available on all Delta flights worldwide during 2014—a major operational success involving the coordination of multiple business divisions.

Awards: 

2015 Gold ADDY - Elements of Advertising (Illustration)

2015 Silver ADDY - Integrated Campaign

2015 Bronze ADDY - Direct Mail Campaign

Holiday Video

The 2012 festive holiday dance video was a major deviation from Delta's typical end-of-year communication email. It was shared with millions of surprised Delta fans worldwide via email, and solicited thousands of social likes, tweets, views, and shares—not to mention countless smiles.

Behind-the-Scenes Video

When the Broadway-caliber musical video was released, some social commenters were skeptical it starred real Delta employees with no dance experience. Naturally, we took the bait and created a a behind-the-scenes response video to show how it all came together. 

Awards: 

2013 OMMA - Email Campaign 

2013 AiMA Award Finalist, Most Effective Email Campaign

During the busy 2013 holiday season, Delta wanted to deliver a heart-felt message of cheer that went beyond a simple email. We took a signature symbol of Delta hospitality, the beverage cart, and transformed it into #CheerCart. Using the cart and other in-flight service items as percussion instruments, we filmed a musical anthem starring real employees. Then, the Cheer Cart visited 25 locations in 5 cities worldwide, surprising people with gifts, picking up their tab and welcoming weary travelers at the airport with an unexpected musical performance.

The campaign achieved a 98% positive sentiment rating, had 3x Delta's social chatter year over year, and earned 109K new Facebook likes and 32K more Twitter followers. 
 

Awards: 

2015 Silver ADDY - Integrated Campaign

2015 Silver ADDY - Social Campaign

2014 Atlanta Marketer of the Year - Social Campaign (Finalist)

Shorty Award finalist

Vitaminwater's #HydrateTheHustle campaign encourages people to work smarter, not harder. We brought this brand philosophy to life in a series of animated videos, where the hero cleverly navigates the challenges inherent in his world — which just so happens to be the brand's iconic bottle.

Mello Yello is the title sponsor of the National Hot Rod Association drag racing series. The "fastest sport in the world" draws a surprisingly diverse, and surprisingly large, fan base.

We created social content including Twitter, Instagram and Spotify playlists to support live activations at NHRA races and generate Mello Yello brand love for fans of the sport. We also promoted a limited-edition can redesign that used shared equity of another beloved lifestyle brand for this target, RealTree camouflage.