INTEGRATED CAMPAIGNS
TYLENOL: ‘STORIES OF STRENGTH’
To support its relaunch following multiyear product recalls, Extra Strength TYLENOL® partnered with actress Andie McDowell to announce STORIES OF STRENGTH, a program encouraging people to honor someone who had been a source of strength in their lives. Each story shared triggered a $1 donation (with a minimum donation of $50,000 and maximum donation of $75,000) from Extra Strength TYLENOL® to DoSomething.org, an organization that activates young people to be strong leaders for social change.
*Work completed while at Zeno Group (2013)
PAMPERS: ‘LULLABIES’
Pampers teamed with Grammy award-winning recording artist Jennifer Hudson to pay homage, through music and song, to the unique love between parents and babies. Pampers offered parents an exclusive, free download of Hudson’s original rendition of the classic favorite “LULLABY & GOODNIGHT” on the Pampers Facebook page. The song was unveiled at an exclusive listening party in New York City.
*Work completed while at Citizen Relations (2012)
BUD LIGHT: ‘STAY IN THE GAME’
Bud Light launched the “STAY IN THE GAME. DRINK RESPONSIBLY.” platform utilizing exclusive partnerships and safe-ride solutions to help fans make smart choices during the big game. The campaign included a PSA featuring Pro Football Hall of Famer Bruce Smith campaigning against drunk driving.
*Work completed while at Zeno Group (2014)
PAMPERS: ‘Millions of beautiful mornings’
Pampers and singer, songwriter and children’s book author, Jewel, united to celebrate the “MILLIONS OF BEAUTIFUL MORNING MOMENTS” parents experience when reunited in the waking hours of the day with their little ones. The campaign included an exclusive music video recorded by Jewel among other consumer engagement activities.
*Work completed while at Zeno Group (2012)
CONTENT & NARRATIVE
CAPITAL ONE: ANNUAL ReportING
Transformed the brand’s annual Corporate Social Responsibility reports into unconventional, forward thinking, data driven resources. Included unifying its corporate brand narrative around enviornmental, human capital, DEI and community impact initiatives into the company’s first comprehensive ESG report, as well as evolving its reporting product from PDF to web-based.
*Work completed while at Capital One (2018-2023)
Capital One: MISSION STORYTELLING
Built and operationalized Capital One’s mission-driven content marketing engine encompassing technical management, editorial, creative, SEO and channel strategy for various internal and external channels. The team distributed nearly 100 pieces of new content throughout a multichannel ecosystem each year.
Video content produced was also compiled into the company’s first-ever purpose-driven web ad spot.
*Work completed while at Capital One (2021-2023)