Role: Group Strategy Director
Client: Levi’s / Agency: AKQA
As a freelance hired gun I led the creative strategy in launching Levi’s first ever sustainability inspired integrated global campaign. I provided insight mining, landscape analysis, stakeholder interviews, communications strategy, strategic messaging, and website content strategy. My contribution led to uncovering the following problem. Sustainability is too big and too complicated. In the apparel industry, sustainability is contradictory. Levi’s has made innovative strides toward a more environmentally friendly product for years. But most people don’t associate Levi’s with sustainability. And yet a pair of Levi’s jeans are built to last. When it comes to sustainability, most people think it is hard but it can be a simple act. This led us to the strategy of inspiring a generation to shop like the world depends on it. This was a springboard for the creative team to a campaign idea “Buy Better, Wear Longer”. The short film introduces the concept with individual spots featuring one of six young influencers shaping the future of activism and sustainabilityThe results included 900 + global assets, global press mentions AdWeek, Fast Company, The Drum, Campaign US, COMPLEX, Fashion United, IDIVA, Sourcing Journal
Role: Global Senior Strategist
Client: Samsung Mobile / Agency: Big Spaceship
Led strategy on the Samsung social business, consulting across day-to-day activities. Included trend research, social listening, analytics reporting, influencer id, and creative strategy on product launches and campaigns. Over the course of seven months from winning the social AOR pitch, we transformed Samsung Mobile’s social channels and social identity.
A couple of public examples of the resulting work include It Doesn’t Take a Genius, #GotTheShot, That New Phone Feeling, S Penning with Reggie Watts
Translated Oreo’s brand strategy across multiple touch points. My role included establishing and leading the daily newsroom brand model by conducting cultural and trend analysis, audience research via social listening and secondary research, planning integrated, digital, social and experiential campaigns. Partnered with creatives to develop culturally relevant nuanced, foodie culture content for national markets. Through creative partnership, my creative team and I helped transform a product icon into a brand icon by seizing and igniting cultural moments that inspire younger audiences to see the world anew. Doing so helped Oreo solidify its place in culture & win 360i many awards
Role: Senior Content Strategist
Client: Oreo / Agency: 360i Dentsu
Role: Community Manager
Client: Coca-Cola (US) / Agency: 360i Dentsu
Coca-Cola aimed to reach a younger audience and communicate their message of "Happiness" in a way that's contextually relevant to millennials. We launched Coca-Cola's Tumblr presence making it the destination where happiness lives. I lead the growth of the community and brand visibility on the platform. Coca-Cola also became Tumblr's first beta testing partner for its advertising solutions.
