PERISCOPE
(NOW KNOWN AS “BETTY”)
Periscope was my first job out of college. Working at the largest ad agency in Minneapolis for three+ years allowed me to experience all the different disciplines of a modern agency including social, digital, creative, strategy, and data analytics.
Career Growth
I began my advertising journey by working on the social media team with designers, copy writers, creative directors, strategists, digital media, and account managers to accomplish fully integrated, 360° marketing plans for our clients.
A few years in, I was promoted to be an Engagement Strategist where I helped head the "Product and Innovation" team. On top of overall social strategy and performance analysis, I was responsible for helping my clients and peers "see around corners" and look into emerging technological advancements and trends as they pertain to marketing communication.
From brainstorming to the final execution of creative, I have robust experience in every single step of the content creation process. After the creative is published or aired, I woold analyze the quantitative and qualitative performance of the content and optimize and creatively iterate for the brand and clients accordingly.
MEASURABLE IMpact
To the left is a case study of how we strategically launched Trolli's Snapchat channel using unique creative and platform techniques to encourage users to follow Trolli on Snapchat. We also used Snapchat influencers (and their content) to increase visibility and awareness of the newly launched channel.
I assisted with the social strategy and creative production for this campaign.
In my opinion, creating business impact and tangible results backed by data is what modern brand communication is all about.
BRAND VIRALITY VIA SOCIAL MEDIA
This video is a creative reel recap of all of our social media efforts for Buffalo Wild Wings at Periscope. You will see a mix of different campaigns to create mass audience and personalized 1-to-1 customer delight. Mind you, this is just a sneak peek of the social media work I did for B-Dubs.
To view more of the creative work in-depth please visit my dedicated Buffalo Wild Wings Portfolio page.
Content At the SPeed of Light
Social media moves fast. At Periscope we believed in creating content on-the-fly to keep up with the conversation for our clients. Our full-sized in-house "Content Lab" allowed us to do just that.
Some of my favorite days were when I went into the Content Lab and created award-winning content for our clients and communities.
You can read about Periscope's rapid content creation process in this Star Tribune article.
Staying ahead of the Cutting EDGE
My job evolved into leading the Product and Innovation team at Periscope. Periscope EDGE was an internal online publication platform that I was in charge of. EDGE allowed Periscope employees to quickly get briefed on the latest happenings in tech, media, advertising, and culture in one central location. We would then illustrate how this affected our work at our agency.
Periscope EDGE ensured that the agency's creative output was as fresh and innovative as possible.
Each week, I would send out an all-agency email recapping the top EDGE posts. With this work, I became the go-to, in-house expert on all things emerging and regularly presented at bi-weekly all agency meetings to demonstrate it in person.
PROVING PERFORMANCE THROUGH DATA
Data and analytics played a huge part of my day-to-day at Periscope. With the assistance of our Analytics department, I helped set up Periscope’s "Vitals"—a fully customizable data visualization solution for our clients.
With Vitals, we were able to meet our client's needs and leverage data to solve marketing and business challenges. Any data set could theoretically be pulled in to Vitals through available API connections. By having one online real-time analytics dashboard, it allowed clients and Periscope to have one "source of truth." This ensured that everyone was working towards the exact same goals with the exact same data sets.
Needless to say, clients and employees alike quickly fell in love with Periscope Vitals.