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” (TheFrisky.com): 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.
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.
FreeCreditScore.com “Therapy For Your Pocketbook” (TheFrisky.com): 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.
Articles I wrote for this campaign: Identifying the Money Drains In Your Life
Results: Over 350,000 video views, 400,000 page views and 1400 comments AND many new subscribers for FreeCreditScore.com
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.
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.