ROLE:
Creative Direction & Content Strategy
COLLABORATORS:
More Perfect Union Solidarity
In the spring of 2024, More Perfect Union sought support in branding a new extension dedicated to celebrating Southern Union victories. The campaign focused on the Mercedes factory in Vance, Alabama. The four-week sprint included a research and strategy audit and four TV and digital video placements.
The modest budget and creative achieved over 2.4 million impressions with a 72% video completion rate, which gained national and local TV coverage.
Coverage: NYT, WSJ, ABC News, WVYA23 and other regonial stations.
The modest budget and creative achieved over 2.4 million impressions with a 72% video completion rate, which gained national and local TV coverage.
Coverage: NYT, WSJ, ABC News, WVYA23 and other regonial stations.
2024
Project Process:
Audience Research -> Messaging + Strategy -> Visual Explorations -> Identity System -> Testing -> Updated Messaging -> Revised Creative.
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Selected coverage:
> The Wall Street Journal
> ABC News (prime-time)
> New York Times
> WVUA23 and other local stations
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Results:
-> 2.4M+ video impressions over >3 weeks
-> 72% video completion rate
-> Two complete events rallies with programing
-> 2,045 union votes casted at the Mercedes plant