Web Award for Beneful.com
Done: September 2008 | Filed under: Awards, Beneful
Beneful.com Redesign
Done: September 2007 | Filed under: Beneful, Website
My Role: Conceptor, ACD
Ahh, healthful, flavorful, Beneful. I helped concept this site’s reason for being, up-sold the client on homepage video vignettes, and oversaw the copywriter.
Beneful Puppy Banners
Done: January 2007 | Filed under: Banners, Beneful, Favorite, PurinaMy role: Concepter, Writer
Who can resist a puppy? This campaign hooked people with true or false questions and encouraged them to roll over for the answer. Users saw new questions every time the banner was served, with five questions in all.
This was Purina’s best performing banner for the year, with an interaction rate of 11.11% (compared with the industry average of 5.22%).
"Baby Teeth," one of five featured questions. Click for full size.
"Sense of Smell," the second of five featured questions. Click for full size.
Dog’s Life on Beneful.com
Done: January 2007 | Filed under: Beneful, Website
My Role: Copywriter, Concepter, Salesman
How do you bring Beneful’s print magazine to life online? We added web-only articles as well as user comments – a tough sell to brands in early 2007 – to build a bit of community around the publication.