Digital Content Creator. Also enjoys eating overpriced popcorn at concerts.
With a goal to increase engagement and mortgage leads, we knew Ratehub.ca would require an ad concept that could strike an emotional chord. That's how we landed on the 'Choose better. Feel better' campaign. This concept placed everyday people in hectic pr stressful situations, but in knowing they found a better (credit card, mortgage rate, insurance, or bank account) with Ratehub.ca; they were able to feel better despite the madness. Thumb-stopping video creative was specific to each audience and product and funnelled targeted audiences through brand awareness, education, and then conversion. Based on the success of the mortgage ads, we then expanded the campaign to include ads that hit credit card, insurance, and personal finance pain points.
AfterShokz 'Live with Sound On' campaign included stand-out creative that could live in the context of social channels where the sound is usually turned off. The hero video required a fully planned shoot that that included location scouting and production in sunny Miami. The team developed personas and use cases for AfterShokz that could leverage a hero video with enough range to be broken down into persona-specific ads. The campaign targeted each audience with persona-specific ads allowing the creative to be expressed loud and clear to the right people.
Valentine's Day is food delivery's busiest day of the year. To stand out Just Eat paired up with Jam3 to produce something edgy to take advantage of the traffic that would break away from the usual Valentine's clichés.
To align with a global re-brand, Just Eat Canada created a streetcar wrap that showcased the variety of foods available on the app. The outside wrap included food imagery with limited copy. Copy lived on the interior ad cards, using "texting language" to describe the use of Just Eat in a fun and relatable way.
The Makeful Wedding Guide is a unique experience that allows website visitors to take part in a quiz that will determine their personal bride style. Each result generates a series of text and video content pertaining to that specific bride type. In addition to creating copy for the landing page, I was also responsible for for building the editorial strategy and calendar for this project.
Just Eat and TIFF partnered to make in-cinema food delivery possible at Canada's Top Ten Film Festival. During the opening night of the festival, Just Eat was on the scene to show movie goers how to order from three popular restaurants, directly to their seats.
In an effort to drive incremental orders and increase brand awareness, Just Eat set themselves apart from the competition by staking claim of dinnertime delivery. We used food photography and copy that spoke to the five senses: touch, sight, sound, taste, and smell—showcasing what we offer in a unique, cheeky way that was true to our brand.