GE Mood Lighting Cam iPhone App

The culmination of many years promoting a "design with light" concept for GE Lighting, the GE Mood Lighting Cam for iPhone was one of my favorite projects. Developing the app was a nice balance of digital education and creative execution. Working with an amazing team to strategize and produce the promotional campaign was the icing on the cake.  

I was fortunate to develop two concepts used in the promotional campaign for the app. This concept worked to show how the app could change the mood in any room - a simple swipe and one room transforms into seven different decor landscapes.

Social media played a heavy role in promoting the app. In addtion to developing this custom Facebook tab, the copy team was charged with executing the Facebook ad campaign buy and optimization - 12,000 fans in two weeks.

The Mood Lighting Cam was actually two apps in one. The challenge was to highlight camera and light bulb finder functionality without making the app seem confusing. This landing page promoted the app at GELighting.com to capitalize on site traffic.

I've produced numerous online banners - rich and static. This expandable banner was a first. To be honest, I thought the banners would be annoying, but the user actually had to click for it to expand. This campaign performed like no other with a 4.19% expansion rate.

Ad placed in design-enthusiast pub, ReadyMade.

What's Your Lighting Style?

GE wanted to make lighting relevant. How do you spur people to think about light bulbs when they couldn't care less? The team I worked with responded with a "design with light" concept, capitalizing on the popularity of the interior design craze. 

I was lead writer on the campaign centerpiece, WhatsYourLightingStyle.com. This interactive, 3D website featured integrated video and one-of-a-kind design elements. At the time, the use of Flash technology was innovative. The site was nominated for Webby and SXSW Interactive awards, among others.

WhatsYourLightingStyle.com included an interactive house where visitors could explore  rooms and learn how to create different design styles with lighting. 

This coffee table book is one of my favorite pieces associated with the What's Your Lighting Style? campaign. Beyond the fact that it's beautiful, it offered a valuable writing experience.

I was excited but nervous to be assigned the introduction to the book. It turned out to be one of those rare moments, where the writing and ideas flowed despite being in unfamiliar territory. That experience taught me how to better harness nervous energy to make my writing more effective. 

Facebook provided the ideal platform for the "design with light" concept. I was involved with nearly every aspect of the social campaign, developing content and propelling the conversation. This custom FBML tab was one of many that an art director and I developed for a six month campaign.

A custom widget placed on ElleDecor.com, HGTV.com, and ReadyMade.com. This application featured a quiz and design tips for setting various moods through interior design. 

A rich media banner series promoting WhatsYourLightingStyle.com. I loved the headline convention. It worked well for every design style associated with the campaign. 

Mustaches for Kids

This campaign was a creative writer's dream. I was lucky to work with the art director who came up with the idea of forming a Mustaches for Kids chapter in Akron. What could be more fun than growing mustaches to help kids? We collaborated to develop the branding and promo campaign for the chapter. The best part: devising a treasure trove of words containing "stache." 


This poster was placed throughout Akron to encourage participation. We also spread the word through social media.

Facebook served as the perfect gateway for chapter communications. In addition to this custom tab, we supplied inspiration through status updates, imagery and video. 

We also set up M4KAkron.org to house content and provide another path for supporters to donate cash for kids. After all, there are some people left who aren't on Facebook.

Vaccaro's

In addition to working on large accounts like GE, I've served as lead writer on several small business accounts. It was a great balance. Vaccaro's offered tasty Italian food and a chance to manage all aspects of a social campaign.


This custom Facebook tab gave users the flavor of the page upon first visit.

Status updates offered Italian food/wine trivia, event information, specials and exclusive menu features. Bi-weekly gift certificate giveaways were a great interaction builder. 

A custom skin created for Twitter. I provided a content guide so restaurant owner, Raphael Vaccaro, could Tweet on the fly.

GE Project Plant-a-Bulb

There's nothing like creating an energy conservation initiative for a company that's been vilified by the green movement. I developed the name/messaging approach and collaborated with the creative team to develop three audience-specific microsites, along with a host of collateral pieces and social content.

Beyond the obvious challenges, it was interesting to see how mainstream audiences embraced the idea of taking small steps to make the world a better place. I was also fortunate to develop the centerpiece of the campaign - a commercial that was planted on YouTube and other video sharing sites. The spot was then embedded in the campaign website, Facebook and in-video banners. 

The challenge with this spot: Make a number like 800K tangible to audiences. What would it be like if hundreds of thousands of cars just disappeared?

This full page ad promoted the program in a range of print pubs, from Fresh Home to Midwest Living. 

AFF Agency Hop Resource Guide

What better way for students to get acquainted with the world of advertising than to have them spend an evening with those in the trenches? Good idea, Akron AFF. My creative cohorts and I produced this comprehensive resource guide to help the ad industry professionals of tomorrow hit the ground running.

Chock full of fun - games, dos and don'ts on the job, must review websites and publications. We even included a pencil.

I love writing with a cheeky tone, as seen in this introduction to the resource guide. 

Senders Pediatrics

This was the perfect account for me to serve as a lead writer. My motherhood status made me the target audience so developing the branding and messaging was intuitive. It was also refreshing to work with a client that truly lived up to their brand promise.   

This was one of many collateral pieces developed to promote the practice and its sub-brands.

A full-page ad placed in Northeast Ohio print publications.

 

A blog offered the perfect platform for serving up practical parenting advice. After developing main page copy, I provided a guide for thematic content. That's one of the big challenges clients face with blogs: figuring out what to talk about and how to consistently fill the content pipeline.