resume presentation
TRANSCRIPT
Doug [email protected]
To introduce my skills and capabilities as a valuable asset to your team
• Clients with which I have run campaigns• Examples of the campaigns I have worked on• SEO experience and examples• Experience with influencer Campaigns
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A Few of the Clients and Projects I have Worked On
Super Bowl Advert: Dannon Oikos
Client Dannon
Summary
I was challenged to manage a Public Video Ideation Assignment to find a breakthrough creative idea and to produce a 30 second, ultra-high quality video to air during the Super Bowl. The best creative ideas were selected from hundreds of video submissions and several were focus group tested to find the strongest performing video concept. Ultimately, the best performing video concept was re-shot with marquee talent (John Stamos), Due to the success of this spot, I retained Dannon to run an entire campaign with John Stamos, culminating in a Full House Reuinon Spot in this last year’s SuperBowl.• 3 million+ supplemental views online• Top 10 USA Today’s Facebook Ad Meter• A-Rated: Kellogg School Super Bowl ad Review (1 of only 4 A
ratings that year)• Real ROI results: largest sales lift in company history
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Campaign Task: A New Take on In-Store
Client Black & Decker
Summary
I was challenged to find a new way to get consumers excited about Black and Decker products through in-store displays in locations like Home Depot. One of the main objectives was to increase awareness among consumers, so the videos needed to have a pass-along quality about them that creates an “Ah-ha!” moment where the viewer realizes that the product really can make their huge project easier to tackle.
• Drafted a creative brief and oversaw a creative team of 15 creators
• 2 videos were purchased and used for national marketing campaigns
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Client 5-Hour Energy
Summary
Working with the 5-Hour energy team to create social media content, we developed a character that went well beyond social media. What they ended up with was an idea that turned into a broadcast TV spot and viral online phenomenon.
• National TV campaign• Over 200K earned views on YouTube utilizing TruView Analysis• Followed with a massive social buzz on Twitter using the
hashtag #debutsingle• Culminated with hundreds of comments and thousands of native
likes on Facebook
Social Media Experience
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World Series Campaign: The Bowtie Effect
Client Budweiser
Summary
I worked hand-in-hand with the world’s most iconic beer brand to promote their new bowtie-shaped cans. Developing a brief and overseeing the project we created 3 videos for a global audience how to cherish a moment with some buds.
• Oversaw the production and marketing efforts of 15 creators• Commercial aired during Game 1 of 2013 MLB World Series
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Campaign: Holidays are Hard
Client Bud Light Lime Ritas
Summary
Budweiser once again tapped into my project management ability to created a video series around their Bud Light Lime Ritas that would tap into the holiday spirit in a humorous and engaging way. I developed a brief intended to capture a viewer’s attention while reinforcing one of the brand’s key messages: convenience. Holidays can be hard – but Ritas are always easy.
• Oversaw a production team of 10 creators to produce 19 ideas for Budweiser
• 3 Videos Purchased and run in national campaigns
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Famous Footwear: Telling the Whole Story
Client Famous Footwear
Summary
Worked directly with their agency to develop creative that resonated well with consumers and would increase brand recall. Working with our creative team, we developed an authentic story of Victory. • Submitted 18 ideas to the brand and agency• 5 Finalists were then tested• The final video purchase made their whole team cry
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Beck’s Beer Campaign: New Label, Same Great Taste
Client Beck‘s Beer
Summary
Beck’s Beer, sold in more than 120 countries, was on the hunt for a viral video to help support the global launch of a new packaging label on its bottles and cans. Beck’s wanted stories about staying true to themselves in the face of change.
Knowing that they had to appeal to a target audience of twenty-somethings, I developed stories so hip and entertaining that young beer lovers everywhere were toasting their talent.
• Socially engaged a public forum of over 700 filmmakers to create social buzz around the campaign and received over 100 crowd produced videos used throughout social channels, culminating in a production spot used for an international campaign
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Brother Printers: Seeing the Bigger Picture
Client Brother
Summary
Brother was planning the release of a consumer printer that had offered full 11x17 printing capabilities. Rather than “selling” this new benefit, they asked for stories from people who can “see the BIGGER picture” and show how this new feature will benefit their life.
• Oversaw a social engagement call out to various networks• Developed the creative brief and received over 100 creative
submissions• From those spots, I oversaw the production of 3 Videos for their
new campaign• Tied the videos to a microsite that was built for branded content
highlighting the “BIGGER Picture” theme.
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Developing Native Content + Social Games & Apps
Client IntelBudget $55,000
Target Millennial Tech Enthusiasts
Summary
This campaign was focused on reaching tech enthusiasts through native content placements on content portals and social games and apps.
• Total views: 154,062 @ $0.36 CPV• 154,062 paid views• 15,562 follow on views
• Strong view duration• Average view duration of :47 (of :57 total)
• Beat benchmarks in the vertical• Social Engagement 69 (compared to 40-60)
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Social Responsibility Campaign: What’s Your Thinking About Drinking?
Client Jack Daniels
Summary
Jack Daniels wanted to capture the faces and voices of real people speaking out about drinking responsibly in a powerful and intriguing way. The videos were the catalyst for Jack Daniels’ responsibility campaign, an effort to revamp the tired “Please drink responsibly” tagline.
• Social Engagement of over 200 YouTube influencers with over 60 videos published to the web.
• I oversaw the production of 3 videos that would go on to run nationally for their social responsibility campaign.
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SEO Experience: Creating engagement & SEO for eBay
Client eBay
Summary
eBay had a need to produce a large volume of authentic video buying guides for target keywords and popular shopping phrases. At a price point that nearly assures ROI, my team delivered a series original shopping tips from authentic community members that served a very specific SEO utility function.
• Pilot: delivered: 25 videos in 20 days• Roll-Out: delivering 200+ videos per month• Multi-purpose content: YouTube channel, custom landing pages,
& category shopping pages on eBay • Informative & entertaining• The sweet spot between utility, conversion, and engaging
consumer content
View Online
eBay’s Buying Guides Playlist on YouTube:http://www.youtube.com/playlist?list=PLRjGZp9Hk7D5GxTBlD5dBFEdm0zSCuQlz
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Baseline landing Page vs. Same Page with Video
A/B Tests Show Solid Improvement
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eBay Influencer Program
Statistics and Metrics
August 6, 2014
Activating Influencer Advocate Campaigns
1. Authentic video stories around influencer passions – Program capacity to engage100s-1,000s of influencers per month
– Content for owned eBay YouTube Channel AND the influencers’ channels
2. Formats and topics: – Range of functional styles: highly produced to simple and purely
informative
– Stories of personal passions and inspiration
– Collections of things influencers want and need – their story
3. ROI Considerations– Cost to curate “beautiful collections” from YouTube celebrities as well as a
large amount of mid-tier Influencers with diverse interests
– Cost to stimulate enough social interest to “move the needle”
– Cost to stimulate and reward continued conversation and amplification
– Go direct vs. using an MCN or other type of agency
4. KPIs: – Traffic
– Social Engagement
– Social Sharing
– True Influence
Influencer Marketing
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Influencer Program Results
• Video Performance
• Total Campaign Views: 518,230
• Most Viewed Video: 120,607
• Average views per video: 25,912
Influencer Marketing
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Learn to turn challenges into opportunities
Quality: Higher Expectations vs. Thinner
Budgets
Volume & Diversity: Single Spot Mentality vs.
Multichannel Need
Combined efforts to address multiple challenges simultaneously
Authenticity: Advertising Utility vs. Real
Engagement• Use more example work to
model projects and set expectations
• Worked closely with agencies to develop accurate expectations
• Launched multiple projects for major brands
• Planed carefully to reach economies of scale
• Developed authentic stories by engaging social networks and using different approaches to production
