Sears 2008 back to school campaign focused on developing a relationship with an audience that didn't even know they existed. We came to Sears with the idea that in order to reach this audience they had to give up control of their brand. We created the Arrive Lounge. Contrary to its name, the Arrive Lounge was a launching pad for the brand. Every piece of content on the site was shareable, downlaodable and remixable on the site. Users could post the content to their MySpace and Facebook pages. Videos could be posted to MySpace, Facebook and YouTube.
Often within hours of posting the content to the site, it was repurposed and shared to dozens of sites. One video had over 500,000 viewings outside of the Arrive Lounge alone.
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Giving up the brand means giving them the tools to let them make the experience their own. The Remix Master, allows them to re-imagine and re-cut video clips then share them with their friends on MySpace, Facebook, Bebo and YouTube. This self-expression is critical to morphing, the sharing leads to evolving, and the net result ushers along the path to Arriving.
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Critical insight here, the average teenage girl on Facebook has 74 friends, the old axiom of telling two friends has increased 370%. Extending the launch pad of the Arrive Lounge, Facebook is not a destination but a critical communication tool. Here the target audience became your brand advocates, extending the reach of your voice. We leveraged that advantage to help Sears reach out to an audience that wanted nothing to do with them. We did this through active community management, sweeps, games and viral content.
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As part of the overall social nature of the Arrive Lounge campaign we dragged Sears into MySpace. Developing an experience that was both sticky but focused on driving traffic to the Arrive Lounge. What's critical to the success of a MySpace page? Friends, friends and more friends, to that end we friend Baby V (Vanessa Hudgens) and her 680,000 friends. Click through to the Lounge averaged a rock solid .2%.
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Sears re-entered the prom dress market in 2007. The online store lead sales for the entire company. For 2008 Sears wanted to turn it up a notch and out-do 07. We stepped in to lead the charge. We developed a multi-channel experience that was adopted by instore, pr and other media.
Most importantly we introduced social networking to Sears via a red carpet experience called Prom Premiere. We showed how the target audience could be the focus of the paparazzi by walking down the red carpet. Girls could share their dress choices with their friends via Facebook. We also launched a very targeted social networking media campaign that averaged 1.2% click throughs. Year over year sales increased online by 300%.
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Led creative and product strategy for AOL Autos. The autos site receives approximately 4.5 million uniques per month generating in excess of $20 million per year in revenue via a media and lead gen business model. In 06 we completely rebuilt the site from scratch replacing our content partner, Edmunds.com. In 07 we will be refreshing the site design to maximize revenue by focusing on consumer generated content and tools.
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The AOL Real Estate site is currently undergoing a complete redesign with a planned launch for October 07. Working closely with the product and business teams we crafted a strategy and design that will attempt to capitalize on the change in market landscape and high growth of online revenue in the category by creating a scalable advertising based business through the aggregation and hosting of all real estate listings.
This strategy will double page views fromt the previous year with a potential to drive between 360MM - 600MM page views annually.
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AOL Shopping currently averages 5MM UVs per month, teaming with the business owners, our product and creative teams developed a strategy to potentially double that within 12 months. Working with AOL's technology team we will be developing "Smartpages" that leverage behavioral targeting. We will be able to anticipate the consumer's needs and deliver the right product at the right time anywhere the consumer is shopping. Phase one is set to launch July 07.
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Creative Director
for adidas World Cup online advertising campaign. The results blew away
industry norms for interaction and CTR. 15.2% of consumers interacted with
the Point·Roll unit "Pack Your Bags" vs 11% industry average, they repeatedly
played the game - an average of 109 seconds. CTR for the rich media units
ranged from 1-10% vs an industry average of less than 1%, resulting in 145,000
new registered members of the "Institute", the goal was 30,000.
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Creative
Director for US Army's award winning integrated recruiting website, GoArmy.com
and all online initiatives. Increased traffic by 130%, increased time
spent on site by 35%. Decreased costs per lead, lead-to-contract conversion
rate of web leads: 4-5% (vs. 2.5-3% avg from other vehicles). |
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Basic Training,
The Making of An Army of One - Original Webseries. Awarded Bronze Cyber
Lion at Cannes for Brand Promotion. Video content shot and edited in real time and pushed live
every week for ten weeks.
Even after six years this content is still relevant and used extensively throughout the goarmy.com site. |
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Creative Director for the US Army's
award winning integrated rich media online advertising campaign. Responsible
for driving 50% of all traffic to the site. Integrating and working along with the media buyers we developed a comprehensive media campaign that leveraged the most effective rich media ad units. This campaign was awarded a One Show Silver Pencil.
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Illinois
Institute of Technology's Paul V. Galvin Library 96,000 page website.
Developed new site design and architecture with a focus on usability.
Site use doubled in volume and duration in the first month.
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Pro Bono
project for the Joffrey Ballet of Chicago. Redesign of existing site with
quarterly updates to reflect current season. |
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Leveraging TDI's Streetbeam technology we created viral interactive advertising for PDA'S. Consumer's would approach a wireless-enhanced bus shelter or phone display with their PDA and be prompted to "Get well connected" to Morgan Stanley. They would be beamed monthly calendars of upcoming financial events and financial seminars. The beamed calendars were to be refreshed each month and could be shared to other PDA users.
In a limited test over 1,600 consumers accepted the "beam" in the first month. This campaign was a finalist at Cannes in 2002. |
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Redesign,
rearchitecture and relaunch of bebe's website from a corporate site to
a fully functioning ecommerce site. Tightly integrated front end design
with Blue Martini ecommerce back end.
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Who I am:
Award winning Creative Director with over fifteen years of experience building and leading dynamic creative teams with clear, concise direction that deliver proven, innovative revenue generating ideas. Offering - Leadership, creativity and a holistic understanding of the online consumer experience. |
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