COLLECTION OF WORK REBEKAH ROBERSON
INDEX MARKETING CAMPAIGNS Sundance Film Festival TED UN Women AIGA
CHANNEL STRATEGY Platform Approach Logistics
CONTENT
Long-Form Copywriting
INTRODUCTION I’m a communications professional by trade and an open-minded, supportive team member by nature. With over a decade of art directing, copywriting, editing and project management experience under my belt, I’ve found my true love in working with brands on content strategy to achieve something bigger than any of us could accomplish on our own. I see value in sweating the small stuff but respect in meeting everyone where they are. I truly believe that we all have something valuable to contribute and helping people communicate this is what I strive to do in everything. Taking this approach throughout my career has helped me launch corporate responsibility initiatives for tech companies, support legacy brands with ongoing storytelling and expand nonprofits into larger citywide conversations. This collection of work shows this approach and my contributions in action.
MARKETING CAMPAIGNS
SUNDANCE Adobe Project 1324 partnered with the Sundance Institute to inspire filmmakers to share stories that ignite them and demonstrate the power of film to provoke creativity, passion and impact. Our team was tasked with promoting this initiative by increasing video uploads year after year and sustaining the campaign with 12 months of editorial content. KEY CONTRIBUTIONS: Partner and Content Strategy with the Sundance Institute and Sundance Film Festival, Art Direction, Video Script Copy, Social Copy, Blog Article Interviews and Copywriting, Content Publishing, Social Listening, Project and Community Management
GOALS
APPROACH
INCREASE VISIBILITY • Amplify voices and work of Fellows • Increase impact and visibility of Fellows work • Amplify Sundance Ignite alumni work
• Showcase all 15 Sundance Ignite Fellows on social in 2018 • Feature alumni projects on social
SHOWCASE FELLOWSHIP • Showcase how Project 1324 creates new opportunities for emerging filmmakers • Collaborate with industry professionals • Increase conversation about Fellowship by activating at key events
• Create calls to action for 2019 • Sundance Ignite Challenge and at key events • Create two original learn videos about subjects emerging filmmakers identify as needing help with
RECRUIT FILMMAKERS • Recruit 700 quality applicants for the Sundance Ignite program • Build on the applicants from communities underrepresented by the film industry
• Run a successful Sundance Ignite Challenge • At least 50% of applicants are from diverse backgrounds • Submission quality increases
TED We kicked off the Adobe Project 1324 and TED partnership by activating at TEDxTeen in London with a studio-style booth that let teens create a video right on the spot. Our agency’s social team managed all content development on Project 1324’s side including print materials and asset distribution. In addition, we engaged influencers to promote the event, act as brand ambassadors and provide real-time content. The content I’ve included marks the third year of the partnership where TED offered creatives who submitted their big ideas to Project 1324 a chance to become a TED resident -- meaning one year studying at the TED headquarters in NYC culminating with a TED talk! We were tasked with getting the word out to the right creators at the right time using relevant messaging and engaging key influencers. KEY CONTRIBUTIONS: Channel Strategy, Art Direction, Content Curation, Interviews, Copywriting, Content Publishing, Social Listening, Project and Community Management
GOALS BRAND AWARENESS • Amplify Project 1324’s partnership with TED and TEDx • Drive livestream traffic during the events
PLATFORM UPLOADS • Drive 100+ project uploads
THOUGHT LEADERSHIP • Position Project 1324 as a thought leader with a brand known for ideas worth spreading
APPROACH • Highlight opportunities for creators at TEDxTeen events to get involved with Project 1324’s online challenges and real-time conversations • Partner with influencers to help showcase and evangelize Project 1324’s brand messaging, onboard new fans and gain share-of-voice during the event
• Work with emerging artists to create hero video assets for social • Amplify user generated content to showcase the opportunity and encourage uploads
• Share the stories of current TED residents and speakers
UN WOMEN Each year the UN aims to increase the conversation about ending violence against women throughout the world. One way this happens is through their “Orange the World” campaign where communities can show their solidarity on this initiative by using the color orange in digital and physical spaces. We asked artists and influencers to join this initiative as a way to showcase how art can facilitate change by starting conversations and sharing personal stories. Additionally, Adobe Project 1324 launched the #WithMalala campaign, a global digital art project where artists uploaded work that expressed why girls secondary education matters. Project 1324 collaborated with the Malala Fund, UN Women, and National Geographic to promote Malala Yousafazi’s documentary and use it to inspire creators to upload work to the digital art gallery. KEY CONTRIBUTIONS: Partnership Strategy, Influencer Management, Content Budgeting, Art Direction, Copywriting, Content Publishing, Social Listening, Project and Community Management
GOALS DEMONSTRATE THE POWER OF CREATIVITY • Show how conversation drives impact • Share personal stories from artists and changemakers
DRIVE TRAFFIC • Increase traffic to #WithMalala gallery • Drive traffic to Nat Geo’s documentary showing • Increase traffic and engagement to Project 1324’s brand channels
THOUGHT LEADERSHIP • Increase conversation around #OrangetheWorld and #16Days to end violence against women
APPROACH • Work with influencers to create art and share stories about why eliminating violence against women is important to them • Monitor community engagement and encourage them to share how creativity has impacted them to take action
• Run paid traffic drivers to the gallery and Nat Geo’s site • Showcase artists who have uploaded work to the gallery • Influencers shared their work in progress on their channels and Project 1324 shared their final pieces on the brand channel to help increase engagement and traffic on owned platform
• Monitor conversation around the hashtags, facilitate conversation by working with influencers
AIGA In preparation for the midterm elections, Adobe Project 1324 partnered with the American Institute of Graphic Arts (AIGA) and asked creators to contribute content to empower activists to take action by supporting nonprofits in their civic engagement and outreach work. The aim was to use stats in graphic designs as a way to increase voter turnout. This ask was incentivized with prizes varying from getting artwork displayed in a 30-second spot in Times Square, a share across NASDAQ’s social channels, a display in AIGA’s Design for Democracy gallery, eligibility for scholarships, AIGA and Adobe memberships and free Adobe Creative Cloud. KEY CONTRIBUTIONS: Partner Strategy, Asset Management, Art Direction, Content Curation, Content Publishing, Social Listening, Project and Community Management, Paid Media Strategy
GOALS
APPROACH
INCREASE VISIBILITY • Showcase Project 1324 as a resource for emerging creators • Highlight the website as a place for thought leadership in the social impact space
• Highlight opportunity with a hero video to new followers • Drive traffic to the AIGA partner page on Project 1324 explaining the opportunity and incentives
SHOWCASE OPPORTUNITY • Highlight winning work • Promote scholarship eligibility
RECRUIT GRAPHIC DESIGNERS • Recruit applicants for the AIGA gallery • Increase number of graphic designers in the Project 1324 community
• Partner with a photography influencer to attend the Times Square event, capture winning work on the NASDAQ screen and share the event on their channels • Retarget submitters with AIGA scholarship opening • Showcase graphic design submissions • Target AIGA followers with the opportunity to participate on Project 1324
PLATFORM STRATEGY
LONG-FORM WRITING