Digital Marketing
“The modern marketer is an experimenter, a lover of data, a content creator, and a justifier of ROI.”
– Kim Walsh, HubSpot
Where's the brief? It always starts with the brief. From there, I help develop creative & marketing strategies for campaigns with goals for awareness, demand gen, and conversion, as well as influencer and cause marketing.
Lenovo Late Night IT (CIO.com)
The Challenge
The Lenovo Worldwide Brand team aimed to create distinctive thought leadership content to enhance brand awareness. However, they faced a saturated market where content from Lenovo and top competitors appeared indistinguishable. Customer feedback revealed difficulties in finding high-quality content, and studies showed a growing trend of digital news consumption, including non-traditional platforms like YouTube and comedic news programs.
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The Solution
To address these challenges, we helped Lenovo develop a late-night show-style campaign. The objectives were to showcase brand leadership, highlight the human impact of technology, and engage enterprise IT customers through entertaining and memorable content that would stand out. The campaign featured unique components such as landing pages, emails, display ads, social media content, articles, and videos. This approach brought a breath of fresh air to an industry that had become somewhat robotic.
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The Results
The response from viewers was remarkable. Season 2 of the show garnered 400 million impressions, 83.5 million video views, and over 34,000 social engagements. The success on the web led to Bloomberg TV airing the show for two additional months.
However, the most important outcome for the team was the ability to push the boundaries of the technology genre. They explored topics and conducted interviews that were uncharted territory for others in the industry. Discussions covered both the positive and negative aspects of technology, including the phenomenon of Zoom fatigue. By featuring diverse guests from various industries, the campaign provided unbiased perspectives that challenged the status quo.
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Click here to watch the trailer
Click here to watch the episodes
Hollister, Inc.
The Challenge:
Hollister is the market leader in ostomy products, but brand research showed that Hollister had a reputation as an older person’s brand. Hollister aimed to change its brand perception among younger ostomates and increase market share. In the months preceding World Ostomy Day 2020, Hollister asked StudioNorth to help it build brand awareness and shift its brand perception—to help a younger demographic associate the Hollister brand with greater confidence, a stronger community, and tools for virtual connection.
The Solution:
Ten Days, Thousands of Voices showcased influential ostomy end-users leading up to World Ostomy Day 2020. This campaign included videos of advocates discussing skin health and quality of life, encouraging them to tag Hollister for more exposure. The campaign concluded with a virtual cooking class featuring Nude Dude Food, focusing on skin health.
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To engage the ostomate community, the campaign encompassed various elements:
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Instagram/Facebook influencer campaign
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3-part email series
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Affirmation cards and booklet
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Influencer stories (social videos)
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Landing page
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Campaign visual style guide
The Results
The campaign's success resulted in the gold award for Influencer Marketing at the 2021 BrandSmart Awards. Key results include increased Facebook followers, over one million views of social stickers, and a significant increase in total ad impressions and CTRs compared to the previous year.
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BioLife (Takeda Pharmaceutical)
The Challenge:
BioLife Plasma Services collects plasma from donors to support the development of life-saving medications for Takeda Pharmaceutical. Each month, BioLife has steep goals for donations and donor acquisition. As the AOR for paid digital creative, one key challenge for our creative team in 2023 was the need to produce a high volume of ad units for six seasonal campaigns throughout the year, each comprising 200+ units in various sizes, versions, and languages. The high volume needed in a short timeframe posed a significant hurdle. We also needed to be sure our creative was relevant and emotionally-connected to the audience personas in order to achieve our client's engagement and conversion goals.
The Solution:
Our strategy team conducted customer research and utilized audience personas to recommend content that resonated with the target audience's aspirational "moments." These moments represented activities that the audience desired and could enjoy with extra money earned by donating plasma. Leveraging these insights, StudioNorth created engaging ad campaigns that connected emotionally with the target audience. Additionally, we recommended implementing Celtra, a creative automation platform, which would allow our creative team to produce a high volume of ads in half the amount of time.
The Results:
Our solution resulted in BioLife achieving its highest-ever ad engagement among the target audience in BioLife history! The strategy of highlighting aspirational events and our continuous creative optimization drove exceptional performance. And, by implementing Celtra, the creative team significantly improved efficiency, saving over $224k/year. This streamlined the process and improved the team's well-being. Overall, the campaign's success was marked by increased engagement, cost savings, and an enhanced market positioning for BioLife.