Aura Beauty
Industry: Beauty
Problem: Aura, an AI-powered beauty startup, was preparing to soft-launch its brand and first product, a custom-fit press-on nail subscription. They needed to build awareness and facilitate conversions while being mindful of resources.
Solutions:
A full-funnel launch content strategy that included target audience development, messaging frameworks across the buyer's journey, content categories and topics, and 3-month content calendar.
Streamlined focus of paid and owned content on Instagram and TikTok, with leverage recommendations for owned channels.
Foundational creator/influencer brief and brand guidelines to ensure consistent content strategy and messaging.
SonicCloud
Industry: Consumer Tech
Problem: SonicCloud, a personalized hearing software solution, needed to re-engage free users and expand it’s consumer-facing offering.
Solutions:
Strategic product repositioning, naming and brand architecture to refresh existing products and successfully introduce new offerings, ensuring a cohesive and compelling brand presence in the market.
Target audience profiling and messaging frameworks to resonate with diverse consumer segments, driving engagement.
Spearheaded new app and website launch, devising a robust campaign and multi-channel strategy to increase downloads and user engagement.
Cruise
Industry: Consumer Tech
Problem: As the self-driving ride-hail startup prepared to open its doors to public riders, the company needed to build awareness and favorability with it’s potential customers who were nervous about a driverless future.
Solutions:
Market research to determine target audience, understand perceptions, and uncover insights for brand and product messaging.
Brand strategy foundations that uniquely position Cruise against current competitors and future competitors.
Voice and tone guidelines to ensure brand consistency across all functions.
Introduce the brand and build favorability with an integrated marketing campaign centered around local city love and appreciation. Communications plan across paid (OOH, social, digital, influencer, advertorials, search), owned (social, web, email) and earned media (PR).
Cruise
Industry: Consumer Tech
Problem: Maintain favorability and ride consideration as the self-driving ridehail startup received more scrutiny when it entered early commercialization.
Solutions:
Integrated marketing campaign to reinforce that Cruise is a viable and enticing option for physical and psychologically safe transportation.
Messaging framework and communications tactics across paid (social, digital, influencer, partnerships, search), owned (social, web, email) and earned (PR).
Cruise As You Are | Explore
Industry: B2B Tech
Problem: LinkedIn’s largest business unit ($3B+) wanted to close belief gaps and generate new product interest.
Solution:
A new brand strategy that connects the emotional brand promise to the new product benefits. Inclusive of value props, brand platform, messaging framework, brand attributes and artistic expression.
Training and brand governance across 90+ global marketers & cross-functional partners.
Global, experiential marketing campaign across 3 global markets to announce the new product and reinforce the brand messaging.
Industry: B2B Tech
Problem: LinkedIn's largest business line, Talent Solutions, wanted to expand their business to the SMB and the talent management/HR markets.
Solution: Global content strategy with a full-funnel execution.
Segment-based storytelling to create 50+ informative and engaging pieces of content, including blog posts, ebooks, tipsheets, videos and more.
Packaged content into quarterly campaigns and executed across paid (digital, social), owned (growth & lifecycle, sales, events) and earned (PR).
Scaled campaigns globally with localization.
Z Gallerie
Industry: Retail
Problem: During the rise of ecommerce in 2011, the national furniture retailer was looking to extend their brand and sales online, but had very little social media presence and no social media management.
Solution: Modernize their presence for a more digital, social audience.
Content strategy for evergreen, seasonal and promotional campaigns using sales data and social media insights.
Content management foundations, including content calendar, scheduling tools, listening tools, and measurement.
Launch the brand onto new, emerging social platforms (Instagram, Pinterest, Houzz). Established influencer relationships with interior designers and home/lifestyle bloggers.
Trained customer service teams to resolve order or product issues reported on social platforms.
