The proof in
the pudding.
I cherry picked these case studies to showcase a breadth of work, and results, that I’ve delivered. Words don’t always do the work justice. I’d be happy to provide color commentary on each of these case studies, or talk about others you don’t see here. I’ve worked with big global budgets, and small scrappy challenger budgets.
Intel founder Robert Noyce saw the beauty in purposeful mischief - “Don’t be encumbered by history, go off and do something wonderful”.
Global brand refresh for Fortune 50 tech company.
The Challenge
Change is hard. Especially at fifty year old company led by engineering and sales. The Intel brand had become fragmented in the marketplace, and dated. We needed to modernize the brand while staying true to our heritage.
The Approach
Up-leveling our role as an ingredient brand helped to inspire our brand ambition: Intel is the catalyst that moves the world forward. We looked to our past and leveraged words from our Intel founder to inspire our future - “Don’t be encumbered by history, go off and do something wonderful” - creating the brand platform “Do Something Wonderful”. We built a fresh brand identity using the dot of the Intel “i” to represent the potential and power of the processor. That dot served as the foundation for our identity. As a catalyst, the foundation from which all innovation sparks.
The Results
In the throes of 2020, with the COVID pandemic and heightened societal tension at large, Do Something Wonderful served as an optimistic rallying cry that not only galvanized our employees but helped organize our marketing efforts. From replacing signage throughout our office, to packaging and product branding at retailers, or product specific campaigns with their own flavor of “Wonderful”, my team was responsible for it all. It was a multi-year journey but a global brand refresh is not a switch you flip overnight.
This is our :60 “How wonderful is that?” TV spot, which shows we made our audio signature synonymous with wonderful moments powered by Intel.
Actions speak louder than words. We built an island on Animal Crossing to create awareness about e-waste and provide information for e-cycling drop off locations IRL. This activation won a Bronze Cannes Lion, to boot. “How Wonderful is that?”
Finding relevance with a younger generation.
The Challenge
Intel used to be a household name. Our signature audio mnemonic was one of the most recognized sounds in the world. Everyone looked for the “Intel inside” sticker on their PC. But over the years, Intel had stopped investing in brand and metrics were slipping. A 50-year-old company, we had become your Dad’s tech brand. We needed to get back on the map with Millenials and Gen-Z and show them all of the wonderful experiences powered by Intel.
The Approach
With limited investment and belief in the power of brand, we had to make every piece of content work hard and lean into of our most famous assets - the Intel audio signature - making it synonymous with awe-inspiring moments powered by Intel technology. Moments that make you say “How Wonderful is that?”. We met our audience where they were, on social and digital, partnering with global K-pop phenom Aespa and influencers that were a part of their lives and integrating them into our content. We created Intel’s first foray into the metaverse and an e-cycling activation on Animal Crossing, a game popular with our audience.
Results
Ultimately, we showed stakeholders the benefit of investing in brand and making a little mischief:
+ 8% pt. increase in Intel Consideration
+ 9% pt. increase in perceptions of Intel as a leading Tech Innovator
+52% increase in search since launch
Bronze Cannes Lion for e-cycleland digital execution (who doesn’t like a little hardware?)
Stole the opening ceremony along with a Gold Cannes Lion and a Bronze Effie.
This was a little thank you video we produced internally for all our employees who contributed to making the games a success. It captures the range of content we delivered for the games.
Stealing the Winter Olympic spotlight.
The Challenge
As Intel shifted its focus to emerging technologies, we needed to show the world we were more than a chipmaker and transform perceptions of b2b decision makers.
The Approach
We hijacked the opening ceremony with our drone show and the conversation throughout the entire 2018 PyeongChang Winter Olympics. And we set out to ensure you didn’t just witness the best sporting moments, but you were immersed in them. By giving fans the opportunity to live their favorite events in VR and through on the ground 5G activations, we showed how Intel is moving beyond processors and powering real-life experiences. If we can do that, what can we do for your business?
The Results
We saw a 16% point lift in “Intel is essential to transforming businesses amongst our B2B audience”.
Sometimes embracing small delivers big.
A bank that tapped into its sense of place.
The Challenge
Up against the larger institutional lenders in their category, Bank of the West was a David to their Goliath. Not only was their overall brand awareness extremely low, they struggled to compete in range of services. Bank of the West needed to rejuvenate their brand in order to lift their brand scores and change the perception that were an old-fashioned, “mom and pop” business.
The Approach
We revitalized Bank of the West with a campaign that embodied its one defining brand characteristic — its association with the West. We turned it into a celebration of the entrepreneurial spirit of the modern American West. But “Go West” was more than a campaign. It was a call to action, a call for optimism, innovation, and ambition, for Bank of the West employees, customers, clients and investors.
The Results
Average age of customers down eight years
New customer account balances up 75%
41% campaign ROI
Double digit increases in all brand attributes: straightforward +13, friendly +13, optimistic +12, entrepreneurial +19, innovative +13
Consistency works. The old feed above compared to the new and improved style below.
Delivering social results to your door.
The Challenge
In the crowded direct to consumer food delivery category, Sunbasket needed a consistent strategy and visual style to connect with their audience.
The Approach
We started with an audit, looking at what content was performing best and we translated those learnings into a new strategy that connected across channels, including website, organic and paid social, affiliate, and email campaigns. A big step was partnering with internal and external creative teams to develop a consistent style against the strategy. Lastly, we collaborated with the internal measurement team to implement tracking, attribution, and optimize the campaign content in real time based on performance.
Results
68% decrease in customer acquisition costs (CAC)
35% increase in Lifetime Customer Value (LTV)
Going viral before viral was a thing.
The Challenge
Rolling Rock - the beloved hometown beer of Latrobe, PA was bought by the big bad behemoth, Anheuser Busch. And Rolling Rock fans weren’t happy about it. We needed to maintain those core loyalists throughout the transition, while attracting new drinkers to the brand.
The Approach
We created a fictitious VP of Marketing at Anheuser Busch who made all the wrong moves and was constantly apologizing in the media for his advertising missteps. Then, leaning primarily online in the blooming internet era of 2007, we seeded controversial “TV ads that were pulled from air”, driving conversation and controversy online.
The Results
The case study video speaks for itself, but this was one of the first digital campaigns of its kind, taking home a Silver Effie.
The internet loves a little mischief.