DIGITAL CAMPAIGNS + STRATEGY
Authenticity converts consumers into loyalists. We don't want to listen to you talk -- we want to join (and often start) the conversation. Rich content is the foundation. Below are a few campaign examples of email, social and digital architecture between channels that build and drive brand awareness, engagement and conversion.
CAMPAIGN: ANNUAL TEA LAUNCH
To build anticipation for the tea launch, customers are invited to sign up to learn more about the teas and be entered into a sweepstakes to win all of the teas in the collection.
Customers are invited to follow teaologists across the globe as they find inspiration for the new collection. Each day, when a new social activity threshold is achieved, a new area of the map in unlocked to reveal a story and snippet of information about a new tea. On the day of the launch, all of the information about each tea is revealed. A six-part video series follows.
Project: Concept, customer acquisition, project management, copy, social strategy, multimedia production alongside a talented programmer, designer and video specialist.
CAMPAIGN: MAD ABOUT MATCHA
A six-part video series breathes new life into an obscure tea and converts tea beginners to enthusiasts.
Project: Concept, customer acquisition, brand management, project management, copy, social strategy, multimedia production alongside a talented programmer, designer and video specialist.
CAMPAIGN: TEAVANA OPRAH CHAI
A very special partnership called for a very special introduction.
Project: Concept, project management, copy, social strategy, acquisition, loyalty and multimedia production alongside a talented programmer and video specialist. Cross-functional work with Starbucks art and digital marketing teams.
CAMPAIGN: START FRESH
A new year means new years resolutions -- and new customers from the holiday season. This six-part email series focused on elevating the brand, educating the customer and cross-promoting teas and teawares.
Project: Concept, project management, email design, copy and content.
CAMPAIGN: WHAT'S IN YOUR CUP?
Inspiring brand loyalty, retention and acquisition through authentic conversation with customers. It began with a simple question in 2009 and led to organic growth, cultivated the brand's social presence and was the foundation for the brand's early digital voice.
Project: Concept, project management, brand management, content.