As a creative strategist, the end products of my work can be found online on social channels, websites, and in videos. The bulk of my work, however, exists in documents that guide the execution of creative projects.
Produced by Comedy Central, Clusterfest is a three-day festival in San Francisco featuring stand-up, podcasts, music, incredible food and pop-up experiences based on beloved television shows. While Comedy Central has access to massive talent, they have minimal experience producing live events at this scale. Superfly operated as a co-producer and consultant throughout, including marketing.
clusterfest
Goals
Execute social posts prior to and during the festival to maintain excitement and communicate onsite messaging while maintaining brand voice.
Campaign:
Given the nature of a comedy festival (lots of comedic talent and an audience hungry for humor), it’s paramount that communications have the right tone. Clusterfest’s voice is described as ironic, meta, concise, and somewhat absurd.
My role
I advised production teams creating content onsite and wrote all social copy in addition to contributing to push notifications, emails, and website copy.
Results
Year over year, we saw a 26.67% increase in engagements and a 21% increase in reach on Instagram. Posts from the week of the festival had 1.8 million impressions and 52k engagements.
Citibank set out to link their brand to entertainment by partnering with high-profile events across the country, from the LA Food Bowl to Chicago’s Lollaplooza to the NY Comedy Festival. We worked with them to build awareness and generate excitement around these efforts. Here is one example.
Citibank + GCF
goals
Generate awareness of Citi + Global Citizen Festival partnership; drive brand favorability.
CAMPAIGN
For the last 7 years, Citi has had a presence at Global Citizen Festival (GCF), an event in Central Park that brings together top music with world leaders to make commitments toward healthcare, gender equality, education, eliminating poverty, and other social issues. Guests earn their tickets by taking a series of actions to effect change around the world. Working with several producers and two digital influencers, we amplified Citi’s presence onsite, humanizing the financial services brand and drawing attention to the partnership.
Audience
Progress Makers - young, ambitious, optimists, who are passionate about new experiences. They actively seek new experiences and are tapped into the latest cultural trends. They value socially responsible brands and believe in the power of individuals working together to change the world.
MY Role
Mapping data we had collected over previous Citi campaigns and information about our target audience, I advised the creative team, shaping the format and content of our messaging. This included creating an overarching conceptual narrative that fit the message, festival, and demographic.
In keeping with a festival built on individual actions, this “Model Citizen” framework envisioned content celebrating festival attendees. I identified and vetted influencers, acted as a liaison with teams onsite to capture and edit, and worked lockstep with our paid media agency to promote all content.
RESULTS
Our content exceeded benchmarks receiving 33 million impressions and 12 million video views. For context, New York City has a population of 8.6 million. The impact of our content was confirmed through platform brand studies, where we saw significant lifts in ad recall (+8pts) and brand favorability (as much as +16pts).
Our influencer posts exceeded benchmarks as well, with an engagement rate of 28.10% (exceeding the influencers’ average ER for branded content). Following this campaign’s success in the second year, Citi committed to an enhanced/global 3-year partnership with GCF built around shared efforts in Sustainable Finance & Innovation.
Despite his best efforts to associate himself with every exotic locale besides Chicago, Ernest Hemingway was born and raised on the outskirts of the city, in Oak Park. The Ernest Hemingway Foundation of Oak Park fosters understanding of the life and work of Ernest Hemingway. They believe in the importance of the written word and the value of thoughtful reading and writing.
Hemingway in 15 Seconds
Goals
Ernest Hemingway’s work is losing ground with today’s teens to modern distractions. The Foundation wanted to interest them in one of America’s greatest writers.
campaign
If you can’t beat ‘em, join ‘em. Instead of fighting against shortened attention spans, phone obsession, and FOMO, we used them to our advantage.
We partnered with artists, illustrators, animators, and directors and brought Hemingway’s work to where this audience was, with five 15-second videos summarizing his greatest works shared on Instagram.
My role
I produced a roll-out plan, generating excitement for the release of each subsequent video with five-second teasers and amplifying local interest by inviting three influencers to have dinner in Ernest Hemingway’s childhood home.
Results
Our micro-film series led to millions of views and shares, worldwide press coverage (Esquire, The Discovery Network, The Chicago Tribune, The Huffington Post, and Mic.com, to name a few), and even the adoption of the campaign as part of the curriculum in high schools across the country.
Films crafted by Eduardo Cintrón and The Mill.
Founded in 1935, GNC has been selling health and nutrition products, including vitamins, supplements, minerals, and herbs for more than 80 years. After playing a key role in the company's rebrand, we were brought in to focus on their social channels.
GNC
goals
Shift tone of content to be friendlier and more approachable without leaving more aggressive-minded users behind. Build awareness and drive signups for loyalty programs by connecting with a broader user base.
CAMPAIGN
Over 18 months, we reached a more diverse audience through quirky, funny, and topical content. We built 270 social posts — conceiving of, storyboarding, and producing 180+ videos.
My role
I served as on-set agency producer — informing creative decisions with quantitative and qualitative data. During the planning period, I facilitated brainstorms and provided ongoing analysis of top-performing content.
RESULTS
Awareness of and signups for the GNC loyalty programs massively increased.
25 million impressions
258% ROI on conversion ads
70% increase in video engagement
32% increase in video completion rate
44% increase in overall engagement
Since starting Bonnaroo in 2002 and Outside Lands in 2008, Superfly has grown into an experience company that activates communities around unforgettable moments and creates the future of live entertainment. They launched Lost Lake, a brand new festival in Phoenix in 2017.
Lost lake
CAMPAIGN
With limited demographic information and no existing local equity, Superfly partnered with 26 influencers across verticals to post before and during the festival, building excitement and awareness. Influencers were given minimal requirements - some creative direction suggestions, light messaging guidelines, and a loose approval process. Once the dust settled, Superfly needed to evaluate the efficacy of the campaign and the influencers themselves.
goals
Based on experience and the performance of past campaigns, evaluate the Lost Lake influencer program overall. Suggest improvements to the process and execution to implement in the future.
MY role
Using data from the sales team and influencers, I cross-referenced each post by vertical, message, and performance. Patterns emerged indicating which types of content and influencers drove festival interest, online engagement, and consumer spend.
RESULTS
While Lost Lake didn’t return the following year, the insights gleaned continue to inform Superfly’s influencer relations.
Report format used to evaluate multiple influencer activations at festivals.
Recommendations implemented for the creation of influencer programs at subsequent festivals.
STATE Optical makes the world’s first truly American brand of luxury eyewear. We joined them at the beginning of their marketing process, helping to develop their entire social media presence.
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