When I first started working at freecreditscore.com, I was tasked with building a digital and social, interactive brand. I wanted to demonstrate with a "splash" that we were listening, responding, and hitting social and digital full force. The Make a Better Commercial Than We Did Contest called out tweets where people hated on our new spot, and challenged them to do better. The app we built for this allowed the user to choose from 5 different openings, 20 different endings, and for them to "green screen" themselves in with our actors. We also gave them the chance to write their own, and we had web celebs Rhett and Link act out the winners. For fun, you could enter in every way thinkable, including fax. In fact, if you were the winning faxer, you won a Brett Michaels autographed fax as a tribute to our TV spots running at the time.
I have worked extensively with 7-figure budgets, but I have also worked with budgets under 10k and the principle remains the same for me: Every penny counts, and everything should be measurable, scalable, and made to share.
When I first built the 4InkJets Page in 2011, I started the "One Meal Per Like" campaign, where we built a loyal fan base of 9,000+ fans in 3 weeks, who were loyal to us and our mission to help feed children during the holiday season.
The campaign reached 9,129 page likes in 3 weeks to a previously unheard of brand on social, with no supporting paid media and a CPL of 32 cents.
To help our consumers understand the world of credit, to establish ourselves as leader in our space, and to optimize search, Credit 101 was built to answer the most common credit questions found in search, and to introduce our offerings when appropriate. Within a month of launch, Credit 101 had 100k organic listens and is now a major contributor to acquisition campaigns.
Influencers and YouTube stars, Rhett and Link
Credit Curious is a podcast on our Credit and Finance Chat channel on iHeart. It started as a value-add, and with the use of earned media, ended up a runaway hit with 30,000 listens a month (200k in month one). As the host of Credit Curious, I got to interview guests from the execs who design the FICO model, to the man who heads the team determines your car's value on KBB.com, to professional baseball players from the Angels (Kole Calhoun, All Star Hector Santiago) with guest hosts like Roger Lodge.
After a social and consumer brand study where we identified areas of focus and opportunity, my digital brand strategy involved building a broader upper funnel that focused on the pillars of people, innovation, and technology to identify what our brand *is* versus what people thought it *was.* This strategy created a lower funnel opportunity of informed customers that produced shared media that resulted in a 900% increase in positive sentiment, a 12x increase of social SOV, and ultimately a cpa optimized by 10x.
At Experian, I built a brand and strategy on Digital/ Social Media that was made to educate, engage, and show our technological capabilities in the upper funnel, while developing a more educated, aware, and trusting audience to serve targeted and personalized ads to in the lower funnel. Using search, social and consumer research, and pop-cultural applications, my strategy produced a highly optimized paid-owned-earned strategy, identified the absolute value of content and engagement, determined accurate social ROI, and makes the world of credit and data... fun to engage with and learn about.
Identifying an industry and business benchmark allows us to test new upper funnel opportunities and measure the KPI of engaging new audiences. Which means, we get to do cool stuff on Tumblr (and other channels) and know how much it is worth to the organization.
Broadening the conversion funnel and developing ROI by identifying ways to make product education fun and personal on social goes far beyond credit for me. In past lives, I've worked on social strategy in web and television entertainment, for agencies and agency clients, for the highly regulated medical and finance verticals, for startups, and for the e-commerce office supplies industry.
At LD Products, I was tasked with building a social presence and digital brand for an incredible company with no consumer social relationship. As part of the strategy, I made a bunch of videos like this:
The proper digital and social extensions allow you to re-tell the brand message in many different, personalized ways to different segments. I grabbed an iPhone and got some behind-the-scene footage of our projection mapping TV spots to demonstrate our pillars of People and Technology while earning shared media.
• 50,000 listening hours in 1 1/2 years
• Developed big social earned media events like "Win a Talk-On Role" contest, influencer audience strategies
• Produced, created & DJ’d iHeart show
• 200k organic listens in mo 1
• Developed & supported digital/social strategy w iHeart, Premiere (Seacrest)
Helping/Hurting is a mobile initiative that I designed to put key elements of our new app, and of our refreshed UX, in front of the consumer before they knew it. Combining fun, education, and awareness of their need, it was designed as an upper funnel initiative that enabled education, conversion, and enhanced intuitive understanding of the app itself, and its offerings. And it saw some exciting results that you can see in the presentation to the right.
UGC commercial made with our app, where you put yourself in our commercial.
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