Digital Portfolio

2013 Winner of Griffin Farley’s Beautiful Minds Competition 

Bartle Bogle Hegarty New York

Task: Create a strategy to increase annual membership of Citi Bike to 100,000 by May 2014.

Strategy: Reposition Citi Bike as a mechanism to get from A to B to a pleasurable lifestyle resolution.

Campaign: #BikesWithBenefits, playful messaging with five touch points that encourage commitment-phobic New Yorkers to hop on and take a ride. “One night ride you don’t have to take home”, “Just a friend you can ride”, “Don’t just stand there, ride me.”

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Below, please see a snapshot of some of my favorite digital campaigns that I helped bring to life from concept to pitch to execution.

Crystal Light “Boing With Kangoo” ( Created and produced “Love Your Body,” a custom digital program targeted to the casual fitness consumer who was easily bored by regular exercise and needed something “daring” to get her moving. Elements included:  Co-branded section featuring “Fearlessly Fit” video web series, “What’s Your Fitness Style?” Facebook quiz, polls, user submitted  posts and themed articles and essays.

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Results: The videos have received over 150,000 views, the Facebook quiz was taken more than 15,000x and the articles received over 300,000 page views.

——————————————————————————————————————————————————————————- “Therapy For Your Pocketbook” (  This year-long program spotlighted real money issues and created dialogue within the Frisky community.  Digital components included new on-site MONEY Channel that hosted “Therapy For Your Pocketbook” Video Series, “Money 101”, “Cash and Coupling” and “My Two Cents” weekly columns, custom polls, a weekly newsletter and the “What’s Your Money Moniker?” Facebook quiz.

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Articles I wrote for this campaign:   Identifying the Money Drains In Your Life 

I Used a Credit Consolidation Company to Crush My Debt

Money 101: Do Good With Charitable Donations – And Get Deductions, Too!

Results: Over 350,000 video views, 400,000 page views and 1400 comments AND many new subscribers for


Custom Campaigns I Helped Create at Runner’s World:

JetBlue “Welcome Runners”: This fully integrated program featured a custom in-magazine marathon calendar, advertorials, a seminar series at the Boston Marathon and a comprehensive microsite with custom running maps, course strategy videos for travelers. Winner of I.A.C.’s Best Airline Microsite Award.



American Express “Get on Track”: Exclusive marathon training content for cardholders leading up to the Philadelphia Marathon.  Program included In-Magazine advertorials, Event sponsorship, Custom microsite, Email marketing, Training e-newsletters, On-site event activation, VIP Runner Lounge, Reception and Pasta Party and Seminars featuring the Runner’s World Experts. 2007 MIN Award Winner.



Land Rover “Workouts for the Extraordinary”: A custom built microsite with featured Kiteboarding, Paragliding and Bouldering and more workouts that took men out of the gym and into the wild. Produced for Runner’s World and Mens’s Health.

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Board of Tourism: “Boundless Philadelphia”: To draw more visitors to Philadelphia, we placed the spotlight on all the activities you could do from Running to Biking to Hiking — the things that mattered most to our athletic audience.


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