Formation
An AI-powered marketing platform that provides scalable solutions for individualized offers
Brand Loyalty: The Need for Hyper-Individualization
Unable to distinguish its proprietary machine learning algorithm in the crowded martech landscape, Formation needed a compelling branded content asset that would anchor its credibility, drive brand awareness and generate leads.
Our team proposed a data-driven research report to provide Formation with the ownable visual style it lacked and the compelling content it needed to engage prospects and drive media coverage.
I served as the lead writer of the project, which involved researching industry trends, drafting the survey, analyzing raw data, and authoring the 49-page interactive research report.
Note: This report includes interactive features that are optimally viewed in Adobe Acrobat, however, the written content is accessible in any application. For optimal UX and interactive functionality, please download the report to your desktop and open it in Adobe Acrobat.
I collaborated closely with the lead designer to identify opportunities to embed interactive components within the PDF report, augmenting our data visualizations. Readers can engage with key data via clickable buttons throughout the report.
We concluded the report with a Buzzfeed-style quiz aimed at determining a brand’s “personalization score.” This quiz was designed to exist both within the report and on its own as a pitchable asset.
Key Results
Named a 2021 SABRE finalist in the Technology: Software and Services category, alongside some of the world’s largest tech brands including Adobe and Spotify
Walker Sands Great Work Award winner, Integrated Creative category
Tripled monthly media placements
25 total media placements
7 top-tier media placements
255+ report downloads
Downloaded by major target brands, including McDonald’s, Walmart, Citi, and Marriott
Socialive
An end-to-end video creation platform for businesses to record, edit, publish, or stream professional video at scale
Platform Tour Video
After learning that many prospects and even existing customers don’t understand the full extent of our platform, we updated our brand positioning, which I applied to new and old content across the website, including our home page.
Additionally, I wrote the script for our platform tour video, which gives audiences a robust overview of our platform. After updating our home page and platform tour page, we found demo button CTA clicks increased by 65%.
The Transformation of Video in Financial Services
As dispersed workforces become increasingly more common, Socialive identified the finance industry as a key opportunity for video disruption. To learn more about how various departments across financial services organizations leverage video, we surveyed 600+ professionals who work at these very companies.
We then used this data to develop a report aimed at generating new leads and providing our sales and CS teams with valuable content to close deals, upsell, and cross-sell.
Accompanying the report is an ungated Wealth Manager’s Guide to Maximizing the Value of Video. This interactive web page hones in exclusively on our wealth management data set, providing a dynamic experience tailored to one of our most sought-after ICPs.
I served as the lead strategist and writer for the report and interactive web page, which involved drafting the survey, analyzing raw data, identifying key themes and narratives in the data, writing the copy, and working closely with Design, Sales, Growth Marketing, and Customer Success teams to develop and deliver the final assets to our audiences.
Persona e-Books
To contextualize and maximize the findings from our 2021 State of Enterprise Video report, we developed a series of e-books that take the statistics a step further. Each e-book clearly lays out what specific data points mean for our various target personas — and provides actionable next steps.
To further entice downloads of the e-books, we created interactive landing pages. The HR landing page includes a custom-built calculator designed to show organizations just how much employee disengagement can cost them. The marketing landing page includes attention-grabbing animated charts.
I served as the lead strategist and writer for these e-books, which involved analyzing raw data, identifying key themes and narratives in the data, drafting the copy, and working closely with Design, Sales, Growth Marketing, and Customer Success teams to develop and deliver the final assets to our audiences. Additionally, I strategized, concepted, and led the execution of the interactive landing pages.
