B2B/BRAND COMMUNICATIONS
Positioning/B2B Campaign
Client: Hearst Magazines
Challenge: How much do employees dread annual review time? In one survey, 22% of millennials admitted to calling in sick rather than face a review. Another showed that 30% of reviews end up decreasing performance. Why? Because they’re often associated with negative feedback. Or a threat to employees’ self-worth, going against everything reviews are meant to do.
Insights & Approach: Truth is, employees are looking to improve themselves. I positioned process as key to their own advancement and encouraged self-reflection with a tongue-in-cheek (VS corporate) tone and messaging specific to high-traffic spots within the workplace.
Results:
The opportunity to be your best advocate countered notions that reviews are inherently negative
GYM MEMBERSHIP DRIVE
Desk Drop (Post Cards) | Elevator Screen Advertising
Client: Hearst Tower’s Fitness Center, theCLUB
Challenged with overcoming resistance to monthly fees, employee-targeted campaign for Hearst's state-of-the-art fitness club created office-wide buzz and a 300% INCREASE IN ENROLLMENT in just 2 weeks.
Part content platform, part digital canvas, HearstLive debuted at the corner of 57th & Eighth Ave. in September 2016 (photo below) with a massive street party.
Charged with creating pre- and post-launch buzz, campaign communicated 1) State-of-the-art, 2) Sharable & 3) Global—while driving to HearstLive.com to share content.
And not satisfied to simply market HEARSTLIVE, I set out to monetize it—turning the 170 foot-long digital canvas
into a native ad opportunity.
Elements:
• Campaign Concept & Creative
• Street Kiosk, Subway & Elevator Screen Advertising
• Social Content
• Live Event
Client: Hearst Corporate Communications
