E! and TRESemme, along with their spokesperson Chrissy Teigen, kept the beauty conversation flowing all year long with E!'s first-ever Style Contributor Search. E!, known as the home to the on-point E! Style Collective fashion and beauty mavens, selected one lucky winner to bring TRESemme's hair story to the masses at September's New York Fashion Week. And once on the ground, the winner had the opportunity to showcase TRESemme product across media platforms, from social posts to behind-the-scenes preparation and live coverage via E! News of the hottest Fashion Week shows from designers like Rebecca Minkoff and Marissa Webb!
Working closely with the E! News digital team, we created a first-of-its-kind Facebook Live series, freeSTYLE, which explores the beauty tutorial space every Thursday night at 8EST/5PST on E!'s Facebook page. Hosted by E! News fashion and beauty experts Zuri Hall and Cinya Burton, it wasn't long before ULTA and L'Oreal Paris signed up to sponsor this exciting new social media program! L'Oreal loved the program so much that we struck a cross-platform deal tied to the new E! reality series, So Cosmo, for 8 custom :60 freeSTYLE segments to be produced outside of the Facebook environment, and air within custom commercial breaks during E! News.
For Domino’s, I worked via Velocity’s Social Talent team to identify social influencers to spread the 90s versus now messaging; the social team kept track of the viral reach of the influencer’s messaging via the Echo Social Graph data machine. I conceived concept for: linear tie-in to scripted VH1 series “Hindsight," in-show graphics, synchronicity with development/show team on the story of the “Hindsight” lead character discussing social media in-show via her looking for a job in the 90s, and collaborated with Marketing and Social to extend the #90sVsNow messaging across platforms.
For FIAT, I worked seamlessly across departments to create linear spots featuring Ronnie Woo of Logo’s “Food To Get You Laid,” who discussed the great dining hot spots to sample in Aspen during Gay Ski Week! I conceived and scripted the concepts, then hired an LA production company, Framework, to shoot the spots in Aspen with me—which included my first time working with a drone to capture majestic scenic shots of the Colorado winter wonderland! I also worked seamlessly on-the-ground with the marketing team to give FIAT additional exposure and fully-immerse the brand in the live event experience at Logo’s New Now Next Honors show.