As the account lead for the 1 Hotels + Baccarat Hotels social AOR, we strived to create a sustainable, beautiful, inspiring, and engaging social experience for our audience. Our team supported 3 brands (1 Hotels, Baccarat and 1 Rooftop) across Facebook, Twitter and Instagram.
I worked closely with our team to deliver monthly planning and content, including: concepting, content planning, paid media strategy + execution, community management and platform management.
With Windows, Microsoft successfully brought together engineering and marketing, fully integrating both product and brand. We worked closely with internal teams to create an identifiable, yet flexible, brand platform that can be used by all parts of the business. One that can easily be adopted and adapted worldwide. One that can be built upon, and get better over time. And one that lays a solid foundation for what’s next from Windows and from Microsoft.
To build trust, we leveraged owner testimonials. This social-first Owner Spotlight series is intended to showcase the authentic and emotional connection between owners and their vehicles and, as a result, create an emotional connection with our audience, drive brand love, and increase trust.
We worked with our client teams and photographer, Sam Dobbins, to capture real owners and their vehicles on location at Volkswagen official auto events.
When Grand Marnier became a client, they were in need of a social presence and strategy. They had been dark for almost a year and we were ready to get our hands dirty. I was the account lead and oversaw all aspects of work from paid media support to content production, always balancing the needs of our clients with the needs of our 6+ person internal team.
We concepted and executed an end of year photo shoot that would establish Grand Marnier as a luxury spirit loved by bartenders and consumers. From there we collaborated with the client team to develop the content strategy and kick off our process for annual content planning.
Using behavioral modeling, we segmented points-earning members into groups to provide personalized bonus points offers. This range of offers allowed us to ensure the campaign would be relevant for each member, no matter how long they'd been with the program.
We developed and executed the campaign concept that would be fleshed out across all touch points including email, direct mail, social media and digital ads.
The results were astonishing! We generated $47M more than projected, $48.5M more than the 2015 promotion and had 26% of low & unengaged achievers unlock additional bonus offer.
In 2015, Marriott International and the NFL teamed up to make Super Bowl 50 a landmark occasion. In order to engage with and excite consumers around this historical event, Marriott developed a "50 to 50" buzz campaign. This first-of-its-kind Facebook app-driven activation gave Marriott Rewards members the chance to win an all-expenses paid trip to Super Bowl 50 along with a group of 50 friends.
Marriott saw an opportunity to raise awareness and shift perception of booking through an OTA and in 2015 launched a highly entertaining digital campaign to build community and drive bookings. The campaign focused on a core misperception, which was booking through an OTA is less expensive than booking on Marriott.com. As a result, the driving benefit of the this campaign was “Best Rate Guaranteed” and used the tagline “It Pays to Book Direct.”
Pave is a new community where people unlock the potential of young careers through an innovative social financial agreement. Over the course of 8 weeks we led a series of workshops, where - with the founders and full Pave team - we captured and codified their brand purpose, values and tone of voice, and named the participants. To launch the new brand, we designed the UX, identity and provided content for the pilot site. Pave launched a pilot in December 2012 with eight prospects and 28 backers.
With so many different booking channels available these days, we decided to incentivize Marriott Rewards members to book directly on Marriott.com by offering members exclusive benefits like free Wi-Fi, bonus points and most importantly our lowest price, all the time.
Our research focused on a competitive analysis of similar loyalty programs and direct booking campaigns. Based on our research, we planned a campaign to launch in early April 2016 promoting our exclusive Member Rate.
Our wide-reaching campaign achieved impressive results that included over 200M OOH impressions, 116M+ impressions on Facebook, 100M+ impressions on Yahoo, 12M impressions on TripAdvisor and 100M impressions in field marketing.
