BUZZFEED
Creative directing viral branded content
Back around 2012, BuzzFeed was growing explosively and brands wanted to figure out how to be a part of it. As a Creative Director, I concepted, pitched, and oversaw the production of shareable native content that BuzzFeed’s user would actually want to engage with.
Here are a few of my favorite campaigns:
L’Oréal: Beauty Buzz
L’Oréal came to BuzzFeed wanting to align with our best beauty content. I created a multifaceted program that included custom photography, how-to gifs, illustrated guides, social video, and Beauty Buzz vertical sponsorship.
Beauty Buzz brought all of BuzzFeed's beauty content in one place, together with L’Oréal’s custom articles. Each of L’Oréal articles were shoppable, with clear, user-tested callouts for readers to buy the products featured.
I also created an activation that answered the age-old question “How Should I Wear My Makeup Today?”. This gamified experience pairs eye and lip looks and drives to a point of purchase.
Kohl’s: The Ultimate Gift Guide
Kohl’s needed a program on BuzzFeed that would feature their products in a new and innovative way. I created the Ultimate Holiday Gift Guide featuring custom photography and gifs. We curated products available on Kohl’s.com and created eight gift guides. With my team of designers and photographers, I featured each product in an unexpected way. This program resulted in millions of views, clicks, and purchases on Kohls.com.
NBC Universal: Despicable Me 2
NBCUniversal came to BuzzFeed looking to drive traffic to their Instaminion app. I created a campaign that leveraged the Minions in a fun and BuzzFeedy format. This campaign was BuzzFeed’s most successful program of the year with mllions of engagements and hundreds of thousands of shares. Time travel to the golden age of Minions and listicles here.
