Briana Campbell

The challenge When Biddeford, Maine was selected as one of 20 towns in the US to participate in the Partners in Preservation: Main Streets campaign, which invites the public to vote to decide which of the 20 historic sites should receive a portion of $2 million in preservation funding from American Express, Heart of Biddeford needed an effective and cost effective strategy to not only reach the right people, but get them to go to an external website and vote to save the town’s historic clocktower, not just once, but every day of the promotion.

The solution The clock tower, the historic landmark the campaign hoped to save, is a representation of Biddeford’s current, continuing momentum. Our campaign had to convey that fixing the clock tower was about more than keeping time, but about the revitalization and diversity of the downtown. At the core of our message was a refrain: What Time Is It? It’s Our Time.

I was hired by Heart of Biddeford, the non-profit leading the campaign, to create a holistic creative idea brief, rooted in community insight, that would tie together offline and online activations, to develop an organic and a paid social media strategy, and to implement that strategy. As part of the briefing process I led, along with the Director of HoB, a brainstorm session with several community stakeholders. I also worked closely with local filmmaker Andrew Dickinson to develop a short film that would become the focal point of our digital campaign.

We had four main goals for the campaign:

· Create awareness of Partners in Preservation Vote Your Main Street Program, especially Biddeford’s participation

· Drive people to the PiP website to register and vote for Biddeford’s clock tower project; encourage community to vote daily

· Grow community excitement about the project and increase community love for Biddeford and the revitalizing downtown

· Fuel community involvement and participation through the sharing of social media content, forwarding of e-blasts, sign-ups for SMS reminders, and attendance at our Open House Weekend event(s)

Our campaign ended with over 84K votes cast for Biddeford, placing the city at #3 in the overall rankings, high enough to win a portion of the $2 million prize, and beating out larger cities like New York, Boston, and Miami.

My role Creative Idea Brief Development, Organic and Paid Social Media Strategy and Implementation

The challenge How do you launch a new coffee company, creating a brand that represents the values of the company and its founders and stands out from all the other specialty coffee companies out there?

The solution Better Coffee. For Everyone. The tagline is also at the core of the brand values. Time & Tide Coffee believes that great coffee is an affordable luxury and that no one should feel overwhelmed or out of place when ordering coffee in a specialty coffee shop.

Working closely with New York based creative director Daniel Licht we created a brand identity that is at once modern and timeless, with a graphic wave pattern, balancing deep navy blues and creamy whites with pale pink. The brand story is conveyed in the Time & Tide Coffee logo and across all brand materials and digital platforms.

Time & Tide Coffee website, Instagram, Facebook, Twitter

The challenge: When a regional bank rebrands itself by launching a movement to inspire people to think about money in a new way – and launches that movement with a national Super Bowl spot – how do you effectively amplify that message in the digital space?

The solution: When SunTrust Bank launched it's movement to help people – especially Millennials – move from financial stress to confidence with a groundbreaking national Super Bowl spot, we needed to amplify that movement across multiple channels.

I led the digital strategy, working closely with key clients from web, eCRM, insights & research, social and content teams, as well as external agency partners in order to ensure a seamless experience throughout the entire digital ecosystem.

The team at StrawberryFrog launched onUp.com, developed by our partners at Infusion, as a digital hub to anchor people in the experience of the onUp movement, encourage them to think about their relationship to money, and guide them on their journey to financial confidence.

We designed a "Buzzfeed-like" quiz as the centerpiece of the website, providing a fun way to get people to think about money and their relationship with it, while at the same time allowing the digital marketing team to segment people into the bank's CRM funnel and retargeting matrix in order to connect with them in a highly relevant, purposeful manner.

Facts about the relationship between money and the stress in people's lives inspire a new way of thinking, personalized tip and finance hacks motivate them to take a simple step forward, and relevant and shareable content lets people to share what they've learned with their network - all this in service of helping move Americans to a place where they feel more confident about their money.

The challenge: The epidemic of accidental opioid addiction has spread across the United States, but people aren't really talking about it.

How do you raise awareness about this type of addition and defeat the stigma that surrounds it, in order encourage people to talk about and seek treatment? 

The strategic solution: Create a platform where accidental addicts can share their stories and support others, bringing the disease out of the shadows and into the light.

The creative solution: The StrawberryFrog team had launched the Out The Monster movement for Orexo, with a website, book, internal activations, and film and needed a smart social strategy to complete the integrated plan.

We launched Out The Monster across three distinct social media platforms – Facebook, Tumblr, and Twitter – and revamped Orexo US's LinkedIn presence.

Out The Monster was awarded a Gold Lion in the Pharma category at Cannes in 2015.

The challenge: Create an exciting, socially-driven program to keep My Coke Rewards members interested and engaged for 8 weeks over the course of the Holiday 2014 season. The program needed to align with the brand's above the line Holiday marketing and advertising, featuring the classic Coca-Cola Santa Claus.

The human insight: The holiday season isn’t all about the big stuff – bright lights and shiny objects and “must have” toys. People are committed to paying their own happiness forward.

The strategic platform: Sometimes the smallest gift brings the most joy.

The creative solution: Every year Santa spreads happiness by fulfilling our holiday wish lists, so for My Coke Rewards' 2014 Holiday activation, we asked people to fulfill some of the wishes on Santa’s list - spreading joy to friends, family, and even strangers. Our MCR members engaged on the MCR platform and on their own Twitter and Instagram feeds.

We thanked them for participating with partner rewards, MCR status points, and animated Vines that they could share with their friends.

The problem: Coca-Cola was set to launch the Share A Coke campaign in summer 2014. Bottles labeled with popular names would begin appearing in stores all over the country in advance of the TV Spot.  

How do you successfully leverage My Coke Rewards loyalty program to launch the global phenomena - Share A Coke - into the US market in a way that incites teens not just to buy Coke, but to participate with Coke online? And keep them excited all summer long?

The human insight: The people we want to talk to are more than just consumer of brands, they are co-creators. 

The strategic platform: Make Coke your own.

The creative solution: A series of socially fueled interactions on the My Coke Rewards platform that delivered on defined criteria:
Make the idea immediately actionable; Make it shareable and social. Every time; Provide a benefit to our consumers; Reward our people for the social actions they're already doing.

The challenge: How do you reinvent the largest loyalty program in the country for a truly digital-first generation, while still keeping the current membership happy and excited?

The strategic solution: Our team at Wunderman led the strategic evolution of My Coke Rewards. What was formerly a transaction-based loyalty program is now a deeply social, activity-based engagement platform. Transforming the platform has led to more meaningful interactions between the 23+ Million MCR fans and over 100 of their favorite brands.

As the ongoing partner for the MCR team and their customers, we continually developed new ideas to enrich the brand-customer relationship, ranging in scale from light-touch social interactions to integrated campaigns.

The Challenge: Develop a holistic social media strategy for Nokia's US brand. Collaborate with global agency partners and content creators in order to provide a seamless, fan-centered experience.

The Solution: We created a comprehensive social media strategy for Nokia US to grow their audience across all social channels, leverage their blogger and influencer partnerships, and tell their brand story to a new audience - without alienating their existing fans.

Based on information from our social listening team and data on the effects of the brand's other social efforts, we launched a series of Pinterest boards, sponsored Twitter chats, and deepened blogger outreach.

We saw a 180% growth in Facebook fans, with the PTAT metric increasing 5928%. Organic reach for Facebook grew 1129% during this time. The Pinterest user base grew by 271%. 

Our social media strategy for Nokia US was on the shortlist for a 2013 Sigi Award.

The challenge: How can Nokia US engage its loyal fans in a new way and tell their brand story to people who might not realize how amazing and different the Lumia family of phones really is and drive them to try them out?

The human insight: Nokia Lumia owners are passionate leaders – true individuals – not tech-followers.

The strategic platform: Declare your passion. Share your love.

The creative solution: We launched Nokia's Pinterest presence with a group of creative boards highlighting the Nokia Lumia family of phones' differentiating qualities to raise awareness of the phones, to grow interest in them, and to engage a small, but vocal fan base.

One of our boards, titled "I Heart Nokia", played on the excitement of Nokia's fans, asking them to answer questions about their love for Nokia on Facebook, and then turning those answers into highly shareable works of art. "I Heart Nokia" was short-listed for Wunderman's Sigi awards in 2013.

The challenge: How do you bring online customer service representatives, community managers and reservation agents together to offer the best service to people in the shortest time possible?

United needed cultural understanding, well-trained frontline staff and data infrastructure in order to “Make the social media skies flyer friendly.”

The solution: Understanding customers’ needs and communicating with them in the moment, in a highly personal, solutions-oriented way builds rapport with, and loyalty from, valuable strategic travelers.

Through analytics, we demonstrated the growing gap between United and its competitors to help our clients obtain approvals to staff a frontline response team.

I led the creation of a Social Media Playbook and training materials to empower frontline reservation agents to communicate 1:1 with travelers. And put loyalty and flight data at the fingertips of social media agents to drive personalized solutions.

The results?

From last place to industry leader

#FAIL association fell by 50%

Positive brand sentiment more than doubled

50% more customers handled per hour

40% faster response time

12 point increase in Traveler Satisfaction

United was a finalist in the 6th Annual Shorty Awards for Best Use of Social Media for Customer Service,

The challenge: How does a global airline connect with travelers in key markets while still keeping central brand control? What channels should they use, and, more importantly, which of their key markets should they test the strategy in?

The solution: I led the research and investigation to determine the best country for United Airlines to pilot an international social media presence. After conducting multiple interviews with key stakeholders, we, my team and the client stakeholders, agreed that United should pilot its first international social presence in the UK, coinciding with the reopening of their Heathrow terminal.

I developed the strategic positioning for United Airlines to pilot a social media presence in the United Kingdom and briefed the Wunderman UK team to handle the day-to-day social media management.

The challenge: How do you help a legendary brand, known for denim above all else, launch their premiere collection in the digital space, while staying true to their heritage and aligning to an existing above-the-line campaign?

The collection, the first in Levi's history, was to serve as an announcement and demonstration of the future vision of the brand. 

The solution: Our team at Wunderman created an interactive Look Book for Levi's Fall 2012 collection which laddered up the the above-the-line Wieden+Kennedy campaign with the creative platform of 'pioneer your own future.'

Based on the insight that lovers of Levi's are primed to become advocates and evangelists, but in this hyper-personal digital age, if they don't see themselves in a brand, they will assume it's not a brand for them, Wunderman created an immersive experience that delivered a variety of rich media content tailored to who consumers are and what they love in order to grow awareness and advocacy of the new collection.

On a parallax site, each product line contained a three-tiered story, introducing the product, sharing influencer videos and quotes, pulling in Twitter comments and providing product-inspired prompts to create further conversation, and allowing consumers to explore and interact with videos of the models in studio. In my role, I worked closely with the Levi's social media lead to create a hashtag and keyword strategy for the site's back-end, implementation plan and regional toolkits.

User engagement was high with time spent on the site averaging four minutes.