CASE STUDIES: NOW - NEXT - FUTURE
Content strategy and digital platform development requires a comprehensive review of strategic position, competitive analysis and a definition of insights that drive the near-term project plan while anticipating future opportunities.
This "now-next-future" model was the foundation of these projects and programs.
CONTENT MARKETING: STATE FARM / SIMPLE INSIGHTS
State Farm's digital strategy required the complete rebuild of an existing but dated and incomplete content resource and experience. In this project, nearly 1,000 articles with accompanying graphics, photos, videos and data were re-curated for a new, responsive redesign that aligned with existing brand standards but delivered optimal lead-gen integration while serving high-demand consumer information needs.
NEUTROGENA / GLOBAL CONTENT STRATEGY
Neutrogena's brand team planned to create a universal platform and site design for all non-US markets. This plan required anticipation of local needs and competitive position in nearly a dozen markets, as well as language and cultural variations. The work also included definition and creation of a universal "starter set" of articles to support the brand's global positioning and persona interests for each of the applicable markets. Regional leaders were provided these articles to use or modify at their discretion as well as adding to them to support localized needs, interests and product lines.
EFFIENT
Effient is a post-operative treatment for patients who have undergone stent procedures. In this project, an existing Lilly site was redesigned and updated with a new approach to content presentation to refresh the brand impact. In this responsive and far more graphic approach, the strategy was devised to maintain the medication's market presence, ensure maximum adoption and patient compliance during the late stages of the patent period.
LUBRIDERM / TATTOO CARE
Lubriderm is a widely known moisturizer brand that often had been recommended by tattoo artists as a way to treat new tattoos after they had healed. As tattoos have become more popular, the brand sought to raise awareness of this application by creating a new, search-optimized destination to be targeted by marketing and endorsements from the artists.
jOHNSON & jOHNSON / HEALTHY ESSENTIALS / ACNE CHANNEL
Johnson & Johnson had established a broadly based content portal intended to serve the interests and needs of the rapidly growing, digitally enabled family caregiver audience. The goal was to provide these caregivers with compelling information and ideas to help with the daily challenges of family health while also representing how the J&J brands and products could help address those needs. This project focused on the framework to create a channel concerning acne as a model for the J&J team to develop channels and content that could target the full range of family health needs, interests and developing topics.
HEARST MAGAZINES
The company's portfolio of digital products included sites for 17 magazine brands and several additional digital only sites focusing on food, beauty and other topics. These brands required a comprehensive, scalable model that could be supported by a single CMS and platform but allow for unique and competitive expressions of the individual brands. The extraordinary range of topics from fashion, beauty and relationships to cooking, product reviews and home decorating presented unique challenges to maintaining currency while staying in sync with monthly publishing cycles and competitive search developments.
UNIVISION
As the leading cable network for the Hispanic audience, Univision had developed a wide array of assets that were compelling for a digital audience. In this project, the highest potential topics and assets were reframed and packaged in a series of digital franchises that Hispanic audiences would find equally engaging and complementary to the well-established linear programming of the network. Among the highest potential topics that were launched in the digital franchises were coverage of novelas (day and nighttime soap opera/dramas, sports, cooking, newsmakers and celebrity gossip.
NEWYORK.COM
As a full-time consultant and adviser to Entertainment Benefits Group, this project included development of product strategy, product planning and operations for creation and launch of a new entertainment and travel e-commerce portal for New York.
Project included site design, organization, recruiting, content, video, workflow and daily operations.
Scope also included content and coordination for launch marketing campaign and development of the New York Moment launch video project featuring notable New York characters.
