Project: #DareToGrow Stories Campaign
Assets: Presentation Deck, Narrative Framework for Videos, Interview Questions, Landing Page Copy, Social Ad Copy, Email Copy, Booklet
Web Pages:
Campaign Landing Page
Topo Designs
Claudio Lugli Shirts
TeePublic
I'd Rather Be With My Dog
Sunski
Wigs.com
Reykjavik Excursions
Boomf
Marquee Sydney
Specialized Bikes
Student.com
Appliances Delivered
HashChing
Cherry Media Group
AdType
Summary: The creative team launched the company's first brand/marketing campaign.
Purpose: To launch a brand/marketing campaign that introduced the new AdRoll brand and celebrated our customers.
Collaborators: Jesse Vaughan, Head of Creative, and Staci Degange, Associate Director, Film
Process: The creative team, consisting of Jesse, Staci, and myself, was tasked with developing the framework and overall creative/content execution of a campaign that introduced the new AdRoll brand and featured make-or-break moments in our customers’ careers.
The team started by establishing our mission and vision statement—making sure it aligned with our “Dare To Grow” messaging. Under Jesse’s direction, the team mapped out the ideal customer experience for our target audience, which entailed developing a content strategy, visual/design rules, and messaging voice and tone. Each person was responsible for their area of focus (Jesse, web design, Staci, film and photography, and me, messaging and storytelling).
Once our plan was finalized and approved, we focused on developing our anchor assets: the video interviews. I built out the narrative framework and created interview questions for each section. Staci and I owned the customer interaction from day 1—everything from pre-interview phone calls, wardrobe direction, day/week of prep, lunch/dinner, and the actual interviews.
For the actual shoots, I conducted all the video interviews for our North American clients, and Staci pulled all the strings from behind the scenes. After the videos were complete, I was in charge of creating the written content for all the campaign landing pages, social ads, email promotions, podcast scripts, etc.
The month the campaign went live, the AdRoll website saw the highest spike in website traffic and account sign-ups in the history of the company.