The first integrated advertising campaign for the all natural personal care brand. The brand was growing fast and expanding their product line and distribution. We discovered that a “natural newcomer” needed some education in the world of all natural vs. synthetic or chemical ingredients. And they needed to be convinced that natural products are as effective as others.

We took a unique approach to beauty, using accessible women and featuring only the part of the body that was important. The overall feeling is one of women feeling free, natural and communing with nature. The campaign met with much attention and success.

It informed all consumer touchpoints for the brand, integrated into in-store displays, website, social media and all promotional efforts. We created a print extravaganza, a long format piece with a removable consumer friendly wallet sized card listing nasty ingredients to avoid while shopping. An online component accompanied the effort.

The brand’s overall awareness quickly rose to 96%.

An evolution of the campaign was created when more efficacious products were being introduced. It still communicates the virtues of all natural with a play on quippy titles to keep the humor & wink of the brand and to tell the product story or “plot” in a compelling way.

We also created a web video to bring a new brand positioning and a new way to look at beauty to life: Beauty You Live By.

Calibrate is a high growth, fast paced startup defining a new category of weight loss through improved metabolic health. As VP, Executive Creative Director, I led the strategic and creative work to support the mission of “changing the way the world treats weight.” Creating successful brand awareness and performance focused campaigns for TV, paid and organic social, lifecycle marketing and a website refresh, creating a premium look feel and voice across all consumer touchpoints.

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It’s a challenge to develop work for a new tech health company that is science backed living in an emotional category. To help build the brand, we told member stories, surprised with unexpected television executions, created fact driven Facebook ads, designed breakthrough email campaigns, established a TIkTok presence, created compelling communications about the program with lots of moving parts.
Partnering across brand and growth teams, we created performance driven, brand awareness and advocacy campaigns.

My team and I were challenged to rebrand Hain Celestial’s largest natural personal care brand, Alba Botanica. We created a strategic platform, new imagery, and created a presence within the digital eco-system to raise brand awareness and increase both online and retail store sales. With the positioning of “Do Beautiful,” a strong manifesto and ownable look and feel in place, we renovated an ecommerce website, established a Facebook & Pinterest presence, YouTube channel, and created successful brand informed contests, and influencer programs.

I led my team at Calibrate to create an advocacy campaign that asked publications to use consumer first language by deleting the word obese in their editorial content. An effort to encourage the fact that obesity is a chronic disease and the way we talk about it can help change perception and “change the way the world treats weight."

We continued a global campaign for L’Oreal’s essie core color with witty writing and key visualizations for new color collections. These came to life in print, digital assets and in store. Pool worked closely with the essie global marketing team to conceptualize, write, design and produce this iconic brand campaign.

A multi platform campaign was created to increase brand awareness for MonaLisa Touch as the most effective treatment for women who suffer from painful symptoms of menopause- to restore vaginal health and result in intimacy renewed. We allowed the brand to make that human connection and enter an emotional space. We create communities and a digital campaign to bring awareness to the conversation and to the cause- and to the touch that can change a woman’s life.

We established an online community and an influencer program The Mona Lisas, which became an advocacy and support effort. The new integrated campaign informed social channels as well as the brand website.

Incredible results:
In just over a month, the campaign achieved phenomenal results with 4,194,792 total video impressions on Facebook and the brand website. As well as increasing traffic to the site by over 300%.

A launch campaign created and produced to raise awareness that Dassault Systèmes is a leader in the life sciences category.
Video content with brand messaging and a digital campaign highlighting the scientific expertise and innovative technologies built to improve patient lives.

After initially creating the brand campaign for Hain Celestial’s Alba Botanica, Pool was asked again to evolve the brand communication to continue to raise awareness and trial of the plant-based personal care brand.

The “plant yourself" call to action connects the power of plants to powerful values, encouraging women to live their values and beliefs. A full digital campaign along with print was developed and resulted in extremely high engagement across platforms.

Medidata, a Dassault Systèmes company, offers digital solutions in life sciences to lessen the burden of patients going through clinical trials, improving lives and creating hope for millions. We focused on telling the stories of patients who are members of the Patient Insights Board with social content in stills and video.

The celebrity hair stylist needed to brand her haircare products, retaining her upscale image yet appeal to a mass beauty market. We took a unique approach inspired by Sally’s own instagram images to represent her lifestyle and hair authority status. The positioning became #What’s Your Amazing? at every consumer touchpoint including print, banner ads, contests, Facebook and website. The specific product effort increased overall sales in mass market drugstores at 3 times the projection.

L’Oreal’s iconic essie nailcolor brand needed a new campaign for the relaunch of the nailcare line. It was important to maintain the equities of the overarching essie brand but distinguish the nail care products from the core color line.

We communicated the benefits of each product through artful paper cut interpretations with copy and messaging for “ the art of the manicure perfected.” Assets for global use in print, instore and digital advertising were also developed.

We created an empowering integrated social campaign with video content to ignite Cetaphil brand awareness & trial, ultimately driving sales on core products by way of celebrating the brands 70th anniversary. The content which is the first of an original video series “ Cetaphil Inspirational Firsts" will appear on brand social channels & retailer websites, along with YouTube TrueView.
 
The CTA of “Trust Cetaphil. Try Cetaphil” will also work in conjunction with a 70 hour flash sale coupon offer and social posts to support the 70th Anniversary as well as a user generated content social campaign.

As the category of gluten free foods expanded, so did Udi's Gluten Free Foods marketing needs! We've worked on integrated digital and retail promotions, contests, e-newsletters, coupon programs.

We created a Summer promotion for “Countdown to a Summer Udi-Q”. The concept was integrated throughout in-store events, the website and Facebook promotions. A Facebook app “Bun-Go” encouraged fans to put an end to the bun-less summer! Fans played a bingo like game by completing tasks and getting rewards at each task.

At the initial launch, over 1,500 users per day engaged with the app, 20% were new fans. Animated digital banners pushed to the Facebook promotion.

Udi’s Gluten Free Foods needed a rebrand, informed by packaging that was totally redesigned. We were tapped to launch the new look and guide a shift in the brand's position- focusing on the broader target of health based discoverers and their gluten free lifestyle.

We created and designed the new ecommerce site. The user experience needed to be rich in content, community and product offerings with the tonality celebrating the joy of discovering the gluten free lifestyle.

An integrated Facebook app contest was created “The Joy Full Gallery” which gave consumers a chance to become a New Face of Gluten Free and win prizes, along with a VIP brand ambassador status.

The new look and feel and “New Face” was integrated throughout all internal communications as well as in-store and live and digital events.

Our challenge was to create tactics and messaging for Thanksgiving that would drive home the current consumer facing idea of “Uncommon Turkey.” But what makes Plainville Farms Uncommon? They Never EVER use added growth hormones, antibiotics, artificial ingredients, EVER. So we came up with the idea #NeverEverBadStuff and launched the idea with an experiential food truck which was a spoof on the upcoming Presidential election. We created the “Uncommon Candidate” campaign truck that toured New York City for 3 days. It made noise and engaged people with music, samples, coupons, and photo engagements. We also interviewed people and created “man-on-the-street” style videos that were used as Facebook and Instagram content around Thanksgiving.

Results:
The truck engagement garnered over 6.77 million impressions. We gave out over 3,500 coupons and flyers, 2,100 turkey sandwiches and captured over 6 hours of video. The estimated CPM on this activation was $11, much lower than the standard of $85-$100 CPM.

In support of World Diabetes Day, we created and produced video content for social and events sponsored by Medidata Solutions. We featured Jalanah Deroze who, with her Mom Phyllis Deroze, PhD wrote “Diabetes Helper”, a children’s book to help loved ones live with Diabetes.

Avon has been one of the most successful direct-selling companies in the world. The experience of talking with an Avon representative is key to the relationship that bonds consumer to brand.
We helped launch the Anew Clinical line, the most successful launch in Avon’s history. A new look and language was developed for the more clinical, serious skincare brand.

Over 4 years, we developed print, content and new product concepts for all categories in the Avon world : including a color cosmetic campaign featuring Salma Hayek in print and video.

Beit Ruth is an organization that rescues young abused girls lost to the streets of Israel. The educational and residential village in Afula helps girls with the tools, education, and opportunities to return to society as responsible citizens.
We created a new brand platform and positioning line, a large bank of brand imagery, a website, a corporate brochure, and a 4 minute fundraising video.

This is a smattering of broadcast work and web content for brands from Dove to Burt’s Bees to Mother Nature.com. There’s more if you ask for it!

We created a brand awareness program for the national educational non-profit organization that helps overachieving, underserved middle schoolers go on to great high schools and colleges. We developed the brand positioning, wrote, and produced a film with Michael Strahan as the voiceover. Created a teaser campaign for social media and printed wild postings.

Halstead Property needed a complete brand renovation. While the real estate firm was seen in a positive light by outside brokers, it was not regarded as a major threat or even one of the top three real estate firms in New York and was failing to attract high income producing brokers.

We developed a brand platform that speaks to Halstead’s commitment to state-of-the-art technology and resources and to their commitment to training and attracting the best agents New York has to offer. We designed the corporate identity to reflect this platform of access and commitment.

Working with Halstead’s internal marketing department, we integrated the identity into all corporate and promotional applications and created a digital and print campaign.

Sedu is a brand of professional hair styling tools. The task was to create a brand platform and campaign for a relaunch directed at professional stylists who would then become advocates for the Sedu tools.
Our research uncovered a key insight about professional stylists. They see themselves as guardians of style so we created a campaign that urged stylists to join Sedu and help save the world from lame hair. The campaign included posters, print ads and digital activations.
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Liz Claiborne was in need of a brand renovation. We made the brand more hip and more appealing by selling attitude and image. “Liz Is” suggests a sense of discovery while asking the consumer to fill in the blanks and consider the brand again. The campaign included a 12 page insert in major fashion pubs, spreads, and single page ads as well as outdoor in five major cities. An 8 page mailer and digital ads accompanied the campaign.

Eve Ensler, activist and author of “The Vagina Monologues” needed an identity and promotion for the 10th anniversary of V-Day, an organization which she founded that helps women around the globe who are victims of violence. The concept was to be celebratory, informative, and capture the tonality of Eve Ensler’s cause. We proposed print, a social campaign as well as experiential ideas.

We created web content and a video to help Poly Prep raise funds for a new performing arts center. Our task was to tug at the heartstrings and open the wallets of parents and alums who have or had kids participating in Poly Prep's rapidly growing program.