Weave story into your
Brand Campaign
I specialize in building narrative brand campaigns
that tell great stories on every platform.
CONCEPTUALIZATION
I shape campaign ideas, iterating and clarifying concepts into polished copy for presentations.
TAGLINE & BRAND VOICE
I write catchy taglines and build brand voice guardrails for omnichannel touchpoints.
BRAND STORYTELLING
I use narrative thinking and empathy to bring campaign objectives to life.
CONTENT CREATION
I specialize in brand campaign content for social, OOH, email, experiential and more.
VOODOO RANGER
Challenge: Develop and launch new CPG brand for struggling national brewery.
Solution: To combat a rapid decline in sales and to hop on the IPA trend, New Belgium Brewing rebranded its Ranger IPA with an edge. As lead copywriter, I developed Voodoo Ranger’s mischievous, irreverent Brand Tone of Voice to match the beer's exciting flavors. I also developed on-package messaging, copy for OOH, launch scripts, product names and managed social media and strategic communications for the first year of the brand.
Result: The Voodoo Ranger brand is the most popular IPA brand in the country. In 2023, New Belgium purchased a new brewing facility exclusively for the brand.
SAN FRANCISCO MARATHON
MANTA COMICS
Challenge: Reverse a half-decade trend of declining signups for 2023 race.
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Solution: Marathon signups for the storied brand had been in decline for a half-decade. For this three-month campaign, I developed a new, friendly and encouraging Brand Voice and Persona that spoke to the target Gen Z recruits, overhauled SFM website copy, scripted a comprehensive email marketing funnel to build relationships and drive signups, wrote scripts for influencer content and campaign videos, and wrote all social media content throughout the lifecycle of the campaign.
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Result: Record-breaking attendance in 2023 with nearly 30,000 runners.
Challenge: Introduce Korean webcomics app to U.S.
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Solution: Manta set two main goals for their campaign: 1) launch Season 2 of its comic "Under the Oak Tree" and 2) introduce the Manta App to readers in the United States. For the campaign, I developed the tagline "Life is a Fairytale," booth concepts for Comic Con, scripts for an influencer YouTube series "Night In with Manta," a digital Times Square takeover video and a TikTok branded hashtag challenge that went viral.
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Result: The two-month campaign drove 750k hits to the app download site from paid ads, a 20% boost in social followers, 450 million TikTok branded hashtag engagements (7 billion impressions) and 10 million impressions from a Times Square digital takeover.
IMAX on DISNEY+
Challenge: Announce IMAX Enhanced on Disney+
Solution: As the lead copywriter for IMAX social media accounts, I worked with strategy and brand teams to develop a comprehensive strategic communications plan for launch that delivered suspense and payoff. That involved scripting out social media posts and pre-planned engagement for Disney stakeholders like the Russo Brothers, tending to community management and captioning assets from both Disney and IMAX.
Result: Massive media coverage and boost in consumer sentiment for IMAX. Campaign video received 14x above average engagements in first 10 hours of posting.
Let's Create a Campaign
Drop me a note for inquires.
Rate: $75/hour