A large part of business at ICF Next is PR marketing. How can we generate earned media headlines and create unique discussion on social media for our clients? This usually takes the form of activations such as custom product launches, sweepstakes or contests, dream job programs, and more. Often, these programs require a landing page on the web to give consumers and media full information about the program, as well as to submit information for purchase or contests.

When I started at the company, these sites were hastily created and launched by account teams using Squarespace or Shopify templates. This typically resulted in shoddy visuals with a quick blurb about the program, live on vanity URLs representing brands such as Hefty, MillerCoors brands, Starburst, and more. Though the sites are short-lived, we saw an opportunity to create more impactful experiences for consumers.

After my onboarding, I expressed interest in these digital experiences and was assigned a microsite activation with an internal developer. It didn't take a lot to improve the quality compared to previous microsites, so we quickly got to work brainstorming content structure and general user experience, visually borrowing styles and design patterns from the parent sites. We edged forward and executed several microsites with great success in the company. Our work was abuzz, and we were soon joined by a skilled copywriter. Together we created unique brand experiences to tell robust stories and support the PR programs.

I worked in collaboration with the developer and copywriter to produce microsites based on needs and input from the client, as well as necessary guidance from the account team regarding the program at hand. I visually directed the elements and site style, taking opportunities to design within the bounds of the client's brand and existing digital experiences, while taking creative liberties when necessary. Periodic checkpoints between us, account teams, and the client ensured that we stayed on track in terms of content, functionality, and timeline. I worked closely with our developer to design within relevant digital or technological constraints pertaining to the activation, and consider and execute pieces of the general user experience. 

Starburst All Pink Self-Care Kits

STARBURST® announced the beloved All Pink pack will move from a limited-edition product to a permanent, national, everyday offering in stores nationwide. To celebrate, the brand created limited-edition STARBURST All Pink Self-Care Kits ahead of International Self-Care Day on July 24 to treat fans like a Pink STARBURST.

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KILZ DIY With JoJo Sweepstakes

DIY home improvement projects are not only fun and cost-effective, but also help you to get the house of your dreams. If you are working on a DIY home improvement project and need some professional help, then DIY expert (JoJo Fletcher) is here to help you with cash and some DIY tips. KILZ and JoJo Fletcher gave away $5,000 cash and a virtual consultation with JoJo to discuss your home project. There were also 10 chances to win a $500 e-gift card.

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Silk Granbassador Dream Job

In honor of National Pi Day 2020 (March 14), Silk was seeking a grandparent to review desserts containing Silk Dairy-Free Heavy Whipping Cream Alternative, and suggest improvements to recipes before they were published. The chosen ‘Granbassador’ would be rewarded with $10,000 and a lifetime supply of the vegan cream.

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The sites and programs have cumulatively generated millions of impressions online, countless headlines and news articles, and a great amount of buzz on social media with consumers.

Additional Clients: