PORTFOLIO of RECENT WORK
Work for U.S. Bank
Summary of work: Enterprise-level research, client collaboration, ideation, brand strategy, content governance, experience design, benchmarking, copywriting, launch and distribution.
U.S. Bank Enterprise Social MEDIA Conception & Launch
OVERVIEW: U.S. Bank wanted to launch a new Pinterest board to share and distribute their FIQ content, they tasked with creating the look and feel of the pins and the messaging, descriptions, copywriting and search. The existing board was a mishmash of different strategies (or none) executed by different departments. I spent a significant amount of time with existing audience research for U.S. Bank and combined that with new brand guidelines to help inform “who” we were addressing with these pins, as well as the tone that would be best. My goal was to have a voice on Pinterest that was non-intimidating, encouraging, and helpful, noting that for this segment of customers it was important to address common financial hurdles with an understanding and approachable tone.
I also performed keyword research to help make sure our Pin description copy contained words users were already searching for, as well as initial keyword research to see what existing content already had high traffic to understand how successful Pins for the financial world look and feel. I also aimed to provide a mix of styles that still had a consistent look and feel.
RESULTS: In this six-week pilot program, U.S. Bank Pinterest went from 26 monthly viewers to 2 million and counting.
SUMMARY: In addition to being a social-channel building effort, this was a major audience building and customer conversion win for U.S. Bank. On the business side, it was a major brand strategy overhaul for their enterprise-level social and marketing programs.
Work for 3M
Summary: Research, brand identity, ideation, content strategy, and experience design for a multichannel omnibrand marketing effort and a full rebrand and repackaging of existing brands.
3M Brand-Agnostic Strategic Overview
Based on conversations with the 3M Brand Center team, we see an opportunity to harness current trends and make new connections with digitally savvy consumers.
From college students making the most of a tiny dorm room to families turning home organization into a team sport, DIY home cleaning and organizational content has been on the rise for the past five years and shows no signs of stopping. Searches for “declutter” alone have grown 25% year over year for the past five years, and 2018’s speed cleaning videos are only the latest in a series of organizational trends that include Swedish death cleaning, wellness décor and DIY craft supply storage.
Clearing away brand clutter
We know the value that clearly branded marketing provides—distinctly labeled 3M content marketing builds equity in a crowded consumer vertical.
Current data and trends tell us, however, that many consumers seek a more editorial digital experience; 84% of millennials don’t trust traditional advertising, according to a 2015 study by the McCarthy Group.
Most consumers likely don’t create an automatic connection among 3M’s many consumer brands. Post-it, Filtrete, Command, Scotch-Brite, Scotch, ScotchBlue and others may be separate profit centers with distinct brand identities, but increasing cross-branded sales ultimately contribute to 3M’s bottom line and overall brand equity in a modern and exciting way.
An editorially focused brand-agnostic content platform—as minimal as an Instagram account and as complex as a website (example attached)—will unite and showcase 3M consumer brands in a visually stunning and highly creative center for ideation and exploration.
With the right optimization and distribution strategy, bright, idea-laden, brand-agnostic content naturally rises to the top of social and search feeds with minimal paid media support. Brand-agnostic content builds proprietary audiences who start to see the content as a trusted source of ideas.
The big idea
We want to instinctually and beautifully bring brand crossover easily into the everyday lives of consumers through a new platform: 3M Home.
Pairing an editorial voice and tone with eye-catching visuals, this solutions-driven platform will amplify the expertise of 3M consumer brands, whether they provide a creative outlet, help simplify household to-dos or boost energy savings. 3M Home content will focus on utility and guidance for completing tasks: cleaning, organizing, entertaining, repairing, crafting and work-week prep.
Platform content could be organized and distributed by season, household rooms or types of homekeeping tips. Instagram content could link to specific checklists that tie products in.
The creative packaging could even culminate in a new subscription program with 3M Home Kits that include a cross-branded product mix, printed checklists, seasonal shopping lists and personalized offers. We have been a partner in developing such solutions to another brand of brands, General Mills, that we showcased at our recent Brand Center capabilities overview and further describe below.
Case studies: A brand-agnostic solution
In 2009, General Mills launched tablespoon.com as a brand-agnostic media platform targeted to young millennials. Initially building the Tablespoon brand with viral recipe hits that brought traffic spikes but no regular readers, in 2015 the MSP-C team took the content helm and strategically pivoted to build a loyal audience through minimalist, consistent recipes and food ideas that appealed to the audiences who preferred the gamified Buzzfeed to talking heads at CNN. The result: an immediate 59% growth in visitors that’s sustained 500,000+ monthly uniques for three years on behalf of eight General Mills brands.
Other brand-agnostic platform successes we’re watching include L’Oreal’s makeup.com, established in 2012, with 178,000 unique monthly visitors and a successful eCommerce component, and Casper’s WoollyMag.com, which gathered 24,000 monthly unique organic visitors in two months post-launch. Johnson & Johnson’s BabyCenter.com now gathers 4 million unique visitors monthly and supplies the company with a massive amount of data about the lives and purchasing habits of expecting and young mothers. With multiple points for gathering email addresses, these platforms build audiences that visit for quality content and ideas and eventually stay for brand affinity.
Breaking down budget silos: The business case
Creating cross-branded content is a big leap for most enterprise organizations, which have traditionally operated in an our-budget, our-product model that makes collaboration difficult. We have seen success in collaborating with several Fortune 500 companies on unifying internal brand silos, with General Mills as the most successful example of adoption to date.
When I began a content partnership with General Mills, the Relationship Marketing group within the company managed the owned media platforms—three websites and five emails, supporting 35 brands. The group received its funding from the entire General Mills product portfolio. Each brand and/or its business unit contributed marketing dollars to help operate the platforms.
In turn, the Relationship Marketing team would create content supporting each brand—in the form of everything from custom recipes and email sponsorship to original video series. Support was tiered and brands were prioritized based on the size of the business, upcoming product launches, strategic platform alignment, etc. This cross-branded funding strategy eventually led to the creation of the Owned Media & Publishing team that has successfully monetized its digital platforms in recent years.
Launching a new platform, step-by-step
Moving toward a full-fledged brand-agnostic content platform requires minimal initial buy-in; audience development and general consumer appetite for 3M Home content can begin with an Instagram account as soon as Q3 2018. In partnership with the 3M Brand Center team, I propose the following action items:
● Repurpose existing cross-branded content on Instagram
● Research relevant hashtags to immediately amplify 3M Home ideas organically while planning evolves
● Develop a strategy to create and distribute cross-branded content through other channels—an email list, Pinterest or a website as an additional content hub
● Explore additional opportunities for cross-branded monetization, including subscription box Home Kit program
In my evolving partnership with 3M, I hope to apply our market-leading content approach to all 3M home brands, developing a cross-branded connection that presents “Science. Applied to Life.” to a new audience of future-focused digital consumers.
OVERVIEW: 3M CPG wanted something new to help their brands come together after years of major consistent growth and segmentation. I conceived of a multichannel content marketing effort to bring products forth into a modern and even futuristic shopping experience, and together as a physical kit. They tasked me with creating the strategy for look and feel of the new landing page and messaging, descriptions, copywriting and search. I spent a significant amount of time with existing audience research (where are they ordering?) and combined that with their own brand guidelines to help inform our audience, as well as which approach would be best.
RESULTS: As of Spring 2020, consumers will be able to set up and order 3M Home kits via voice command on Amazon Alexa, as well as from their owned e-commerce platform.
SUMMARY: In addition to being a huge brand-agnostic content marketing effort, this was a major audience building and customer experience play for 3M. On the business side, it was a major brand-blending guidelines overhaul for their unified brand power and sales.
Work for Sherwin-Williams
Summary of work: Research, content ideation, social media strategy, content governance, experience design, copywriting, team creative oversight, and distribution of enterprise social strategy.
Work for Miracle Ear
Summary of work: Enterprise-level research, client collaboration, ideation, brand strategy, content governance, experience design, benchmarking, copywriting, launch, team creative oversight and distribution strategy of over 100 videos inside 3 series over 2 years.
Work for McKesson
McKesson came to my team with a big ask: they were implicated in the national opioid crisis and needed to revamp their image and showcase their values. We conceived, researched and delivered a total brand refresh with new voice and tone, hierarchy, keyword ownership and complete subject matter expert panel overhaul for a new company blog. One year later, they are now ranking for over 1000 of our targeted keywords and their blog has become the benchmark for pharmaceutical companies.
Work for The Marvin Brand
Research, management, recommendations and execution of complex social channel integration during a business acquisition.
Work for Phillips 66
Summary of work: Ideation, creative strategy, experience design, benchmarking, copywriting, launch, team creative oversight for this Fortune 20 company as they broach the end of big oil.
