Whether you’re buying, selling, or a real estate professional, Realtor.com is on a mission to make everything home, faster, simpler, and more rewarding. As the in-house Associate Creative Director and head of the Copy & Content team, I’m busy developing B2C and B2B campaigns across multiple platforms to help us do just that.
As a member of the brand leadership team, I also helped to develop Realtor.com’s new positioning and tone of voice, and am responsible for ensuring all our work remains on brand.
Roles: Creative direction, brand positioning, product positioning, concept, copywriting, production and post-production oversight
Most business people think Dell is just computers. So we created an integrated B2B campaign targeting CEOs, CIOs, and CISOs to promote Dell's technology solutions.
For companies to grow and thrive in the future they need to take advantage of new opportunities for innovation so we asked a simple question, "Is your business future ready?"
Role: Concept, Copy, Oversight
Dell.com has an amazing selection of products, free shipping, and a price match guarantee. Problem is, no one knows it. So we created a humorously quirky campaign starring comedian Nick Thune to call attention to Dell's website and products. Now you know.
Role: Concept, Copy
NFL Extra Points Cardmembers aren't just fans, they're super fans. So to reward their team loyalty we created the #FandomNation sweepstakes and challenged them to prove their love for their favorite team.
The campaign generated a great response that was supplemented by a social listening campaign. They continue to run the program under various themes including playoffs, the draft, and preseason.
Role: Creative Lead, Concept, Copy
To launch Barclaycard Arrival, a new travel rewards credit card, we focused on bringing travelers closer to the people, places, and things they love. Our award-winning, fully integrated JUST AROUND THE CORNER campaign consisted of TV, digital, social, direct mail, CRM, and airport activations.
2013 Midas Awards Winner, Place-Based Media
Role: Creative Lead, Concept, Copy
Financial literacy is a growing problem in the U.S. Seeing that women were in the most need, this campaign focused on helping them to achieve their financial goals. With mentor videos, articles from successful women and financial bloggers, financial resources, and a chance to win $10K, we provided women with the tools they need to help turn possibility into a reality.
BE YOUR POSSIBLE reached 4.8 million people, 215,000 people engaged with the campaign, 80% fan participation and 1 out of 4 new visitors joined our Facebook community.
Role: Creative Lead, Concept, Copywriting
Air Wick partnered with the National Park Foundation to create a collection of home fragrances inspired by our nation's majestic National Parks.
Each year brought a new collection, so we created immersive experiences where fans could interact and learn more about the inspiration behind the fragrances and get inspired themselves. A robust social media campaign accompanied each experience.
Role: Creative Direction, Concept, Copywriting
No matter the occasion or time of year, America's favorite cookie always has a place in our hearts and tummies. Don't forget the milk.
Most Effective Mother's Day Spot
2013 Gold Addy Winner
Role: Concept, Copy, Oversight
With a wider range of nutritious products for all stages of early childhood development, Gerber thought it time to give a voice to today’s children and express their desire to live healthier lives. This is the Gerber Generation.
The campaign included TV, print, and OOH as well as more educational yet entertaining content adapting viral YouTube videos with Gerber’s nutritional messaging.
Roles: Creative Lead, Concept, Copy
To position Resolve as the authority on clothing stain removal, we created the Resolve Tip Exchange. Here, visitors can search for tips on removing specific stains, post questions, or respond to someone's question with their own advice.
Social media drove traffic to the site which turned out to be a great success, winning the 2013 OMMA Award for Website Excellence.
Role: Creative Lead, Copywriting
