NORTHWESTERN MUTUAL

One of America’s largest financial institutions had a problem: it was posting social content regularly but it consistently got little engagement—each post on average garnered less than 5,000 posts.

As a contracted in-house creative, I was tasked with coming up with more engaging content, and my approach was very simple: What it comes down to is--duh--the ideas, but more than that, it was my insistence on making these posts native to social. All too often, brands simply post commercials or highly stylized content to their feed, but when we executed on the concepts, we pitched them as POV's, or concepts that latched on to existing social trends.

And if you look on NM’s social feed, you’ll find my posts. They’re the ones that have been viewed 944,000, 1.2 million, 740,000, or 863,000 times.

See some examples of those posts below:

And lastly, but not least-ly, I was part of the team that came up with a Text Your Resolution New Year’s Eve billboard activation that was scene in the backdrop of CNN’s live coverage. Which meant free advertising to millions of viewers worldwide.