Let’s talk business. Last year I helped bring my agency $2.967 million dollars in new revenue through four conceptually driven RFP pitches to Snapchat, Google Retail, Android, and a closed RFP to Caviar and also a proactive idea to our Thomas’ English Muffin client during the pandemic having to do with a giant muffin and an empty soccer stadium.
Snapchat was looking to staff a creative team for the launch of a new product line. My Senior AD partner and I showed them what we could do.
Miss Real America
SNAPCHATTERS ARE HOSTING THEIR OWN MISS AMERICA … AND REDEFINING BEAUTY.
Miss America 2020 may be cancelled, but we’ll give our community a fun, positive way to try and take the crown themselves this year. We’ll post Snapchatters’ selfies to highlight their own unique takes on beauty that might not fit the usual definition, but still make us all swoon.
EXAMPLE SOCIAL COPY: Meet Miss Takes-Photos-From-Really-Bold-Angles. One of our top picks in lieu of #MissAmerica2020. @snapchat to be featured.
Points for humanity
SNAPCHAT JUST REVEALED WHAT POINTS WERE FOR ALL ALONG: World Hunger Day.
We’ll capture attention and reward our super fans by letting people trade in 1 million points for a $10 dollar donation to a food charity.
EXAMPLE SOCIAL COPY: This just in, there’s a reason you’ve been saving your snapchat points. Click here to trade in 1 million of your snap points for a donation to rise against hunger.
IMAGINE TWO FRIENDS IN A NURSING HOME AND BESIDE THEM A STREAK COUNTER WHICH READS: 🔥 21,900+
We’ll tell that story. Working backward, we’ll create a content series that chronicles the lives of two friends leading back to the day it all started with a simple “add friend.”
We’ll split the series up into five 30 second spots, that can be watched as a whole on our YouTube playlist, for the full, heartwarming streak.
COMMUNITY EXTENSION: We’ll extend our Friends Forever campaign and drive awareness to it by surprising the people with the ten longest streaks in the world with friendship care packages, a gold-plated streak award, and inclusion in our friends forever YouTube playlist featuring our two own nursing-home BFFs.
Step into Snapchat
WHEN YOU STEP INTO SNAPCHAT, LIFE BECOMES LIVELIER. This sample approach takes real life scenarios—like school, work, or even beach days — and shows how Snapchat empowers more memorable and enjoyable everyday moments.
The series will play across multiple channels, showing varying scenarios that have been amplified by diving into the app.
GOOGLE RETAIL ASSOCIATE PROGRAM RFP
Some briefs aren’t “exciting.” Those ones don’t … un-excite me. Google wanted to tap innovative social formats to inspire their 3000+ tech-obsessed retail associates (Ph.Gs) across the country.
INSIGHT: Performance reviews can be inspiring when you look up to the person giving it to you.
We surprise high-performing Ph.Gs with LinkedIn recommendations that turn heads.
What if performance reviews came from the biggest CEOs and artists in the world?
We'll surprise high performers with authentic LinkedIn recommendations from John Ledger, Sundar Pichai, or Quincy for their performance, brand advocacy, and overall Googliness.
Early, early access with Marques
INSIGHT: Early access instills feelings of exclusivity and drives buzz for new Google products.
We provide tech-interested Ph.Gs a link to one of the biggest Pixel 5 review videos, before anyone else.
Ph.Gs who respond to our survey that they’re interested in tech reviewers on YouTube will get access to what will likely be the biggest YouTube review of the Pixel 5… before everyone else.
Marques Brownlee will publish the Pixel 5 video on “Private” for 24 hours, so only those with the link can view it.
Ph.Gs will be provided the link that they can then share out as they see fit, as the tech world tries to get their hands on the link too.
Product demo uniform
INSIGHT: Uniforms kinda suck.
We create the first uniform that enhances the product demo experience.
We’ll partner with Pixel mid-tier influencer Jerome, a prominent fashion designer, to create a uniform that stands out from the retail crowd in the form of a desirable, wearable, product demo for the Pixel.
The uniform will include: AR artwork, Google Lens, Super Zoom, Jacquard powered
Android had cool features they wanted gen z to know about, and we had cool ways to tell them about it. I creative directed the initial pitch helping jr. team members perfect their ideas while also contributing concepts to our succesful pitch.
Mashups can be better than the original content, from emojis to songs.
We work with a DJ, artist, or producer to create holiday remixes of popular songs on TikTok inspired by Emoji Kitchen creations.
A video starts with the influencer being provided an emoji combination, like cash emoji + cold emoji. Then, they take a popular TikTok song inspired by the first emoji (Money Trees by Kendrick Lamar) and mix it with a holiday song (Let it snow).
Influencer: Organic posting on IG and TikTok profiles
Owned social: announce posts
#TeamPixel: Drop our first #TeamPixel challenge on Reels
CRM: Send out holiday remix jingles
Bonus: Paid amplification on TikTok for stable reach on platform
CAVIAR CLOSED RFP
When one of our clients moved to Caviar, they wanted to know how we'd launch Caviar's first-ever influencer program—from the bread and butter ideas to the ones that would make a splash.
Surprise and delight
You know what the summer of the vaccination means: We’re all going to the beach. As our first touchpoint of the program, we deliver all that #ClubCaviar needs for a perfect day (and photo op) on the beach.
Option 1: Personalized welcome video from a local celeb chef, delivered via DM
Option 2: Local menu item named after the newest club member
Beach #ClubCaviar Cooler
Sailor’s hat and teaser for yacht party (if approved, later in deck)
Meet the Members pamphlet: a designed booklet with member bios + handles to encourage community from day one
#ClubCaviar t-shirt featuring our fav pic of theirs from social
Their #ClubCaviar credit card (a fun delivery mechanism for their monthly credits and a way to flex)
A personalized food culture item based on their intro survey responses (Italian Wine for Italian food lovers, handcrafted chopsticks for Japanese food fans, etc.)
Jet ski delivery
Word of mouth concept
INSIGHT: People on yachts tend to have big social media followings. What they don’t have is food delivery.
Caviar takes you there, even when you’re on a yacht this summer in Miami.
For a limited time (1 week) we’ll offer deliveries via Jet Skis in Miami. Each delivery will include a share-worthy package to encourage earned word-of-mouth and brand recognition from the people ordering the meals that might include influencers, athletes, celebs, etc.
We’ll record social assets that capture the unique, eye-catching delivery only Caviar could pull off—and pending success use them to promote a scaled-up version later in the summer. This aims to make Caviar top of mind for our audience every single time they find themselves on a boat, near water…or just plain hungry.
PROACTIVE: INCREMENTAL SCOPE SECURED
WORLD'S BIGGEST MUFFIN
The pandemic meant empty stadiums. I had the idea to allow sport fans to fill them by using cardboard cutouts (this was before any other brand had done so)—and becoming part of the world’s biggest english muffin. We proactively pitched this concept to our Thomas' English Muffin account winning $17,000 in incremental budget to make it happen.
Sports are back and fans are flat
Fans are itching to get back in the stands as sports return, as evidenced by the latest trend we saw in MLS stadiums with fans getting cutouts of them placed in stadiums.
This desire to be in the stadium extends beyond just baseball, as no fans will be cheering in-person at any sporting event in the near future.
The World's Biggest English Muffin
We're going to take the cut-out trend up a level: giving fans the the chance to show their love for The Unions and Thomas’ by becoming part of the world's biggest English muffin.
Through a contest hosted on social media and at POS, we’ll ask for fan submissions to “join” the crowd at an upcoming MLS game. A select number of Thomas’ customers, dependent on the stadium size and budgets, will be chosen to have cut-outs made to be placed in the crowd.
The cut outs will all be placed in the stands together to create a giant English Muffin when broadcasted.
Header: Make breakfast history
Copy: Sports. cardboard you. And a crowd made up of delicious breakfast foods. Sounds tasty? Enter today for a free spot in the stands as part of Thomas' Breakfast Fan Section. Spots are limited, sign up here.
Link description: Seconds to enter, years to brag