4/9/24: Unfortunately, the videos for this campaign have been removed.
Vehicle feature videos can be so boring. Who really wants to watch a guy in khakis walk around a car explaining everything? To showcase the new Jeep Wrangler, we took a different approach. Everyone knows why you should buy a Wrangler, but the Inner Monologue series addresses the reasons commonly given for not buying one. Plus, no khakis!
Consumers Energy wanted to increase enrollment in their paperless billing program. As the largest public utility in Michigan, they had the potential to make real change. We knew that people would tune us out if we just asked them to “go green,” so we tried appealing to their humanity instead.
Thankfully, it worked. The campaign resulted in 36,000 enrollments in 2 months, a conversion rate nearly 3 points higher than best-in-class averages. Consumers Energy donated $200,000 to shelters, which even opened some doors to additional grant program participation.
Tait Design Co. is an independent product design studio in Detroit that creates limited-run handmade art, collectibles, furniture, toys and more. I had the pleasure of writing a couple of announcement emails for them.*
*These emails were written in 2014, when CRM was written in first-person.
The "Own Your Greatness" campaign built on earlier work to continue telling the stories of real people living with incontinence. See the :60s here.
For 2014, Pull-Ups wanted to get more people to sign up for Pull-Ups.com accounts.
The Big Kid Academy was a complete re-skin of Pull-Ups.com, turning the site into a one-stop shop for all things potty training.
And it worked: As of October 2014, enrollment is up by over 400%.
A first-time visitor would be greeted with this page, teasing the benefits of enrolling at the Academy:
Upon creating an account, the home page becomes your personalized potty training portal, serving up articles and activities most relevant to your stage in the process. Once you read an article or engage with an activity, it's checked off. Complete 3, and you're ready to move on to the next phase.
An example of a dashboard for a later stage.
FCA and First National Bank of Omaha wanted to update the promotional material for the FCA DrivePlus Mastercard. Not only was there a unique card design for each FCA nameplate, but a distinct voice to hit as well.
Unfortunately, this project was put on hold and this work never went live.
A year-long project involving auditing an existing copy and compiling an entirely new master copy doc for the Depend.com brand site. An extreme exercise in detail and organization.
