Web Award for Purina.mobi
Done: September 2008 | Filed under: Awards, Mobile, Purina
Cat Chow Pink
Done: August 2008 | Filed under: Cat Chow, Microsite
My role: Concepter, Creative Director
This microsite enabled cat lovers to help find a cure for breast cancer. After people completed a short quiz, Cat Chow donated $1 to Susan G. Komen for the Cure.
- Over 338,000 visitors came to CatChow.com/pink with an outstanding 87% conversion rate to the quiz page
- Average site interaction time was over 3-1/2 minutes during the campaign
The client viewed this project as a huge success, assembling a 97-page document of sites that wrote about and linked to the promotion.
We took the Pink site down after the promotion, but you can still view a PDF of the work.
Friskies Pix
Done: August 2008 | Filed under: Application, Favorite, Friskies | Tags: Friskies, pix, spoof
My role: Concepter, Writer
Friskies Pix enables people to create fantastical pictures of their cats within the magical world of Friskies and then download those pictures as wallpaper.
Pix has been a great acquisition tool for Friskies. In order you save your Pix, you have to join the Friskies Explorers.
Over 10,000 people have created Pix. But what I’m most proud of is that people have spoofed us online, such as this genius:
We even found a random tutorial:
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.
Purina Podcats
Done: February 2006 | Filed under: Purina, VideoMy role: Co-concepter, Writer
Back when podcasts were white hot, Purina was one of the first CPG brands with their own iTunes channel.
