Paid Digital Media: A playbook (+ Acast’s first digital campaign)

• Brand Challenge: Content strategy included acquisition of celebrity creators to boost supply growth, but their awareness of Acast was low. Additionally, there is low brand recognition among agents who represent the talent.

• Solution: Partner with industry site to target the agents who are filtering offers for their clients, presenting SxSW coverage to achieve a halo effect without sponsoring the actual event [due to budget constraints]. High impact takeovers serve as awareness drivers; pre-roll, branded title cards, and social posts/tags improve brand impression.

• Results: HPTO saw overdelivery of impressions (136%). Acast site traffic +401.10% vs. previous period. Combined social reach of 298,491 post-specific impressions leveraged Deadline’s substantial following before Acast had received verified status. Visibility among agents resulted in increased pitch conversations with Acast Development team.

• Learnings: Received sufficient data to build out a digital media playbook. Future campaign success will hinge on targeting agents directly, aligning with cultural moments, and surrounding relevant content that is provided by an industry authority to build trust in our brand.

Acast: aclass initiative

COVID can’t stop the execution of thought leadership events! When it became impossible to host our master class events in person, Acast pivoted to a virtual experience. To support the emerging podcast community, Acast developed a series of workshops to amplify underrepresented voices. The second in the series focused on current and aspiring queer podcasters, Aclass: Queer Voices featured a panel of key podcasters in the space (Deadline’s Dino-Ray Ramos, Tuck Woodstock of “Gender Reveal,” Aida Osman of “Keep It!” and Matt Marr & Jake Anthony of “90 Day Gays”) ⁣as well as a session on best practices, led by the Acast team.

• 152 unique viewers, surpassing the attendance goal of 100

• Attendees received virtual coffees to mimic the networking opportunities of former IRL events

• Intersectionality was a top priority when organizing the event to ensure it was a true representation of the audience

• Redemption of Acast Open promo codes reflect positive reception of the program and success at building the Acast Open pipeline

• Developed the framework to extend the platform with subsequent event sponsorships

• Press release for Aclass: Latinx Voices found here.

si swimsuit: Lexus

2017 took the Lexus/SI Swimsuit partnership to a new, high-octane level. As the Automotive sponsor of the popular tentpole, Lexus had a strong presence at all launch week events. They furthered brand exposure by sponsoring unique digital content that was pushed out socially.

From impactful print to engaging digital sponsorships and editorial integration, Lexus truly took advantage of SI’s powerful Swimsuit franchise.

• Front-of-book, 6-page gatefold, adjacent to the Cover Models section

• 100% SOV of cover model and Hannah Ferguson galleries

• 100% SOV of Swimsuit on the Track content with Lexus integration

• Edit spent the day with Swimsuit models Hannah Ferguson and Samantha Hoopes as they learned how to race Lexus cars. The content was surrounded by Lexus branding with links to Lexus-owned galleries.

• Facebook Live videos, vehicle display, model transport, model meet & greet, and VIP experience at launch week events in both NYC and Houston

Hockey goes hollywood: honda

2017 marked two major anniversaries: the 100th anniversary of the NHL and the 25th anniversary of the iconic film Wayne’s World, a film that celebrates hockey fandom. To highlight this intersection of sports and entertainment, Honda partnered with Sports Illustrated and Entertainment Weekly to bring the Stan Mikita All-Star Café to life in Los Angeles during All-star Game weekend.

• In addition to serving doughnuts and coffee, the installation featured celebrity panels/games, a John Scott book signing, a movie screening, lawn games, and meet & greets

• Vehicle display served as a selfie station and karaoke activation with a legendary song from the film

• Digital hub featured new NHL content and content sourced from the event itself

• Event recap featured in-book

Content Creation

When it comes to engaging a client, it’s all about crafting a compelling story. I am prepared to make engaging but concise decks that will sell your brand’s story. I have also worked across multiple platforms (print, digital, mobile, and experiential) and can develop a truly 360 content strategy for your brand.

Thought Leadership

I tend to nerd out on research. I enjoy analyzing data and selecting those points that bring a story to life. Whether I use that data to optimize a plan based on performance or to choose the most interesting nuggets to add color to a GP, I believe numbers are the basis for any thought-based project.

Innovative Thinking

I am practiced at working cross-company, bringing members from marketing, editorial, and sales together to brainstorm programs born out of industry insight. That’s how ideas like the Puppy Pool Party and an IRL Stan Mikita’s Doughnut Shop (from Wayne’s World) are born.

Media Planning/Buying

Spending more than 8 years at a media agency has given me a unique perspective of the marketing process. I know what a media planner wants to see in a program and can cut through the BS and create something that will make them react.