proctor and gamble
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Sr. Copywriter
- Copywriter for social media assets for Master brand and Fresh Effects properties
- Sat in as lead IAT-agency (BBDO/Organic) for creative meetings
- Reviewed public relations agency (DeVries PR) tactics and community management with Brand Manager to ensure alignment with advertising pillars
- Managed Master brand and Fresh Effects Tumblr magazines
OLAY and OLAY Fresh Effects
I was a part-copywriter, part-content strategist and part-social media creator on two 'online publications' which previously lived on Tumblr for P&G's OLAY and OLAY Fresh Effects.
Imagery was produced on a bi-weekly basis, was seasonal, relevant and in 'tune' with the Tumblr audience. I worked alongside my Art Director, Kelsey Liss.
OLAY, the master brand, skews older and the brand had just signed Katie Holmes as their ambassador for the next iteration of the #BestBeautiful campaign. We took the campaigns videos and print, and adapted them to social for 'snackable' animated content, with a 'meme' style in mind.
For Fresh Effects, our work was skewed younger, 16-32-years old and delved more heavily into the prime make up of the Tumblr demographic (for example, our Zodiac and Mean Girls-inspired concepts).
My favorite piece of content we created, included in the samples below, was the You Go Glen Cocoa beverage. That concept really embraced the teamwork and ideal behind my team and I's work on this project. On Tumblr we used hashtag speak, "#andnoneforgretchenweenersbye." This became one of our most popular posts.
A part of our #BestBeautiful series, we used to highlight different women of different age groups on the OLAY Tumblr, I did it once!
We also partnered with Teen Vogue on a series of "best friends" content centered around OLAY Fresh Effects. The concept was to talk to Gen-Y young women and engage them in their day-to-day lives with their bestie.
Agency:
BBDO / Organic
Art Director:
Kelsey Liss
Sr. Conversation Manager / Sr. Copywriter:
Sasha Muradali