Unilever
⟼ Quick Links
- ☆ Brand Voice & Tone, MAGNUM Ice Cream and St. Ives (I wrote)
- ☆ Summary, MAGNUM Ice Cream
- ☆ TVCs, GOLD?! and Spray & Go
- ☆ Summary, U-Studio Multi-Brand
- ☆ Visuals, Urban Artist Jason Naylor making of Culture Republick art
- ☆ Storyboards, Moodboards and Planning Documents
- ☆ Visuals, Digital and Print ADs
- ☆ Visuals, Events and Social Media Posts
- ☆ Photographs, my personal photos of my time working for Unilever 1, 2
Associate Creative Director, Copy (U-Studio) • Sr. Digital Public Relations Manager (Golin-Harris)
U-Studio
- Co-managed Creative Team
- Collaborated with Resourcing, Project Management, Shopper Marketing and Brand Managers in the Unilever portfolio
- Co-managed IAT for creative
- Copywriting for social media assets, websites (Vaseline, MAGNUM Ice Cream, ApotheCARE, St. Ives, Love Home and Planet, Lipton Ice Tea) and Print ADs
- Scriptwriting for radio ADs (St. Ives on Pandora and Spotify)
- Storyboards for TVCs
- Co-Art Direction for new-to-market product launches (Culture Republick, Love Home and Planet, On-the-Go cross-brand wipes, cross-brand Bath Bombs) and re-fresh existing properties (websites for Vaseline, MAGNUM Ice Cream, St. Ives and ApotheCARE)
Golin-Harris
- Managed junior team members
- Managed social media nationally for MAGNUM Ice Cream US
- Managed social media nationally and globally for Vaseline
- Influencer relations for MAGNUM Ice Cream
- Media relations for MAGNUM Ice Cream
- Managed Rent the Runway GOLD?! partnership
- Collaborated with MBooth on PR initiatives for Vaseline Spray & Go
- Copywriting for PR digital banner ADs, press releases and media kits
- Co-managed tactical events at TriBeCa Film Festival x MAGNUM Ice Cream
- Collaborated with Legal on influencer contracts and celebrity contracts for MAGNUM Ice Cream partnerships
- Oversee social media monitoring
- Collaborated with Unilever Shopper Marketing and vendor for Daily Candy partnership for MAGNUM Ice Cream GOLD?!
FUN FACT:
It was interesting to work on MAGNUM Ice Cream in 2012, and then re-brand some of my own original work in 2018 on the other side of the table.
Brand Voice and Tone
Sr. Digital Manager
Golin Harris
As a Sr. Digital Manager, my role was a hybrid of public relations, influencer relations and social media management (for MAGNUM Ice Cream US, and Vaseline US and Global).
I grew the MAGNUM Ice Cream Facebook page to 10million+ fans, created the original US brand voice and tone, led US social content strategy (supported global), and led social for the launch of Mini (Alice+Olivia), GOLD?! (Zac Posen, TriBeCa Film Festival, Rent the Runway) and Infinity (BCBGMAXAZRIA.) Supported events in Bryant Park, Cannes and TVC production.
Please note, when I worked for MAGNUM Ice Cream it had just debuted officially in the United States with ADs featuring Karl Lagerfeld and Rachel Bilson, so we were starting from scratch. This included developing the "MAGNUM Girl" persona (which was me half the time, with my head cropped out!) as well as writing a new-adapted brand voice and tone.
For Vaseline, I managed and led US and Global social media, worked with IAT on launch of Spray & Go body lotion, strategized the U.S. launch of the Rosy Lip Mini, handled project management on Mom 2.0 and NYFW activations, and oversaw the management of over 3million+ fans on Facebook.
Associate Creative Director
U-Studio
Various Unilever brands within the global Portfolio
- Development of revised Brand Voice and Tone for St. Ives
- "Isobel Fierce"
- New products launched:
- Love HOME and Planet
- Culture Republick Ice Cream (+ Jason Naylor urban street art)
- On-The-Go Deodorant Wipes
- Bath Bombs
- DOVE
- Love BEAUTY and Planet
- St. Ives
Face Mists- (K-Beauty-inspired) Eye Masks
As U-Studio is the internal advertising agency for Unilever itself, we were never focused on just one brand or vertical.
Being the only Copywriter and the Associate Creative Director of Copy on the team, my responsibilities were everything from working with Art Directors on projects, to project management, to SEO, to writing UX for entire brand websites, etc.,
One day I could be writing a content calendar for Culture Republick, that would then be handed to the Community Manager. While, the next day I could be writing the Copy for the entire website for the launch of Love HOME and Planet.
There were times I was responding to RFPs internally, and other times, I was writing scripts and storyboards for TVCs and online Radio (Pandora and Spotify).