Dreaming Tree Wines & The Dave Matthews Band Social Campaign
BRIEF: “Raise a glass” to The Wilderness Society, a forest preservation group close the heart of Dave Matthews and his winery, The Dreaming Tree.
INSIGHT: Dave Matthews fans make a lot of noise.
IDEA: A social media campaign inviting concert-goers to “plant” a tree on the “Dreaming Tree Forest” map, pointing to their favorite places in nature. Encourage donations and advocacy.
RESULTS: More than 650 fans participated, and nearly 10,000 real tree saplings were planted with concertgoer support.
My Role: Content Strategist & Copywriter
The Content Marketing Mega BOM
Microsoft Dynamics Content Marketing Campaign
BRIEF: Generate quality sales leads by giving business decision makers valuable content about the power of intelligent customer service.
HOW IT WORKED: Two waves of advertising, social media, emails, and blogs drove audiences to a website where they could sign up for gated ebooks and white papers. All content was localized for Germany, France, the UK, Australia, Japan and the Netherlands.
RESULTS: Generated 75% of total leads for Dynamics and increased week-over-week leads associated with "gated content" from 13 per week to 1300 per week–a 9900% increase–all in the first 6 months of the year.
MY ROLE: Creative Director
The Geek Matchmaker
Brief: Recruit top tech talent for Microsoft’s new South Lake Union location.
Insight: The best minds want to work with the best minds.
Idea: Sponsor Mind Camp, a hot-ticket, weekend-long slumber party for geeks. Offer attendees a “compatibility test” to find out their smarts and dreams are a match for Microsoft.
Results: Of 200+ in attendance, 20% scheduled an interview, 25% shared contact info, and 5 “totally compatible” applicants won a new smartphone.
My Role: Creative Director
Microsofties Get Real
Microsoft Core-Tech Recruitment Campaign
BRIEF: Win the hearts, minds and job applications of top software talent, as well as up-and-coming college grads.
INSIGHT: They want the real scoop from people on the inside–not the usual sales pitch from Microsoft Marketing.
IDEA: A fully integrated campaign called "View<myWorld>" featuring real Microsoft core-techs getting real about their careers–no edits or censorship allowed.
RESULTS: Lots of online chatter, awards and press. In fact, the campaign was so popular that other Microsoft business groups commissioned "one of those" websites for their recruiting needs.