Branding

To commemorate the 100th anniversary of the Bauhaus design school, of which has inspired BEGA  luminaire design, I challenged the brand design team to create Bauhaus inspired posters that can be used as phone wallpapers and printed art pieces.

This project had two goals:

1.) Challenge brand guidelines established a decade ago to find what resonates with new audiences.

2.) Enrich the brand’s social media audience by providing unique, interesting, and interactive content that organically aligns with a key event.

12% Increase in positive sentiment on social

Social Media Strategy

At Teva, I developed a social strategy which delivered a premium brand presentation, reached new audiences while keeping the core consumer in mind, and established brand credibility in the outdoor AND fashion industry. With the strategy in place, day-to-day social management, and a keen eye for optimization, follower growth for the Teva brand increased in the amounts:

Instagram by 71,000 (65.3% increase)

Facebook by 65,000 (17.6% increase)

Twitter by 1,000 (5.2% increase)

Customer Acquisition

I built Teva’s email list from the ground up by leveraging the brand’s social media platforms. Easier said than done. By thinking outside of the box and partnering up with likeminded brands & social media influencers, we were able to amplify our campaigns to reach new audiences. Email growth shot up by the following:

+ 170,000 new email subscribers

Influencer Management + Affiliate Marketing

Influencer marketing on a whole new level. Keen to establish stronger relationships with our most popular content contributors, I created the Teva Explorer Collective. These adventure-hungry nomads were the faces of the Teva brand. We provided a platform that was uniquely theirs. Each Collective member had a personal bio page with affiliate links to their favorite products.

Media + Creative Direction

Merging real time data and creative prowess. At Teva, I created a reporting structure for marketing activities across all digital platforms - informing internal stakeholders on what worked and what didn’t. Audience engagement fueled our desire to learn more on how to speak to our consumers on a personal level. Through my never-ending quest to improve social content, engagement growth for the Teva brand increased in the amounts:

Instagram by 441%

Facebook by 2,100%

Twitter by 144.5%

Agency Management

As part of the Rock ’n’ Roll Marathon Series team, I was tasked to help raise brand awareness and reach additional runners for our winter promotional campaign. With agency support, I worked to strategize and execute on paid Facebook ad campaigns to increase online registrations for 31 races worldwide. The result became a Facebook Business Success Story due to the following achievements.

24X return on ad spend

78,689 video views ($0.03 cost per view)

52% increase in registrations year over year (all digital channels combined, 2014–2015)

1,000,000+ impressions

Content Strategy & Optimization

I worked with the Art’s Cyclery brand to optimize product descriptions for search engines across the entire e-commerce site. Furthermore, to increase search engine traffic and search interest, I wrote content for the blog focusing on the people behind the company - humanizing the brand and creating an inclusive online community for cyclists across the globe. Helping create instructional videos to help cyclists make more informed buying decisions was an additional icing on the cake. Results:

Web traffic Increase by 30%

66% increase in search interest for the company

100% increase in clicks & conversions year over year

Think of all the possibilities!