State Optical

goals

Develop STATE’s digital channels, growing followers and generating brand awareness.

CAMPAIGN

Working with STATE Optical’s internal marketing team, we brought the brand to life online. Through the lens of their “New Original” narrative, we developed a framework for building followers and appealing to their target. In addition, we furthered the narrative and built a library of content by working with influencers that fit the New Original description, increasing the visibility and cultural cache of the brand.

MY role

I developed a playbook for internal use that included guidelines for tone and voice, posting cadence, emergency community management, paid media recommendations, and a goal-setting and measurement framework. These parameters were based on A/B testing of various content on STATE’s channels, a competitive audit, and discussions with their social team.

In addition, I vetted influencers, led creative kick offs, and served as an agency representative on location photo shoots.

OTHER BRANDS I’VE WORKED WITH:

• AMERICAN AIRLINES

• BOSE

• BP

• CDW

• CFA INSTITUTE

• COMEDY CENTRAL (CLUSTERFEST)

• CONSTELLATION (CORONA)

• DROPBOX

• GLADIATOR GARAGE

• JEGS AUTOMOTIVE

• LYNYRD SKYNYRD

• MARBLES THE BRAIN STORE

• MCGRAW-HILL EDUCATION

• NO KID HUNGRY

• OUTSIDE LANDS

• REDBOX

• REVERIE

• SC JOHNSON

• THE SEINFELD EXPERIENCE

• STATE OPTICAL

• STATE STREET FINANCIAL

• STRAYER UNIVERSITY

• SUNTORY (JIM BEAM)

• TRACE ADKINS