I am a Content & Creative Director, writer, artist, and marketer, with a big imagination and a bigger snack drawer. Here are some things I made with very talented teams:
The Work: Create an inspiring holiday video for a travel brand in the wake of the pandemic. We wanted to show the diversity of ways a family could gather around a tree, across the world. This core content was adapted for UK, US, and German markets. Video Editor: Olly Pemberton
The Outcome: We broke through the noise of sales and commercialism around the holidays to simply inspire our audience and make them dream about the journeys yet to come. Promoted posts on Facebook and Instagram saw 3x likes and shares than average metrics.
“Don’t wait for inspiration. It comes while working.”
Henri Matisse
The Work: Auditing a multi-channel social media presence for a couponing platform that recently became the largest tech IPO in Colorado history. I dove deep into the SproutSocial and native platform analytics to mine for performance insights.
The Outcome: A complete cross-channel, three-month roadmap to optimizing performance across all social media accounts. The data informed investment in future campaigns.
“Change is inevitable…working with change is what creativity is about.”
Ed Catmull
The Work: Running a travel blog for five international markets in three languages. Creating the content calendar with input from product & sales, wrangling freelancers across the world, editing & optimizing posts to tell the brand story.
The Outcome: Increased SEO ranking, supplied sales with nurture content, drove open rates & CTRs from newsletters and increased link clicks from social channels. See my own travel writing here.
“Not everyone can become a great artist, but a great artist can come from anywhere.”
Anton Ego
The Work: Creating YouTube pre-roll ads for a cybersecurity client. The audience segment indexed highly with video game affinity.
The Outcome: The client loved our professional but playful approach to their brand. The integrated campaign drove 2x MQLs over previous advertising efforts.
“Get rid of everything that is not essential to making a point.”
Christoph Neimann
The Work: Streamline convoluted messaging about the company’s approach to sustainable travel. The site content read like a term paper, so we developed an infographic to tell the story in a skimmable, visual way. The graphic was adapted for three brands in five languages. Designer: Julie Carter
The Outcome: Increased understanding from loyal guests and prospects about the carbon footprint of their travel. Nights booked in sustainable properties increased YOY. See English version.
“There is no time for cut-and-dried monotony. There is time for work. And time for love. That leaves no other time.”
Coco Chanel
The Work: Create an integrated, account-based management campaign for a major B2B telecom company. The campaign used direct mail and retargeting to drive known leads to a content hub with articles dynamically personalized by region and interest. Designer: Katie Bernheisel
The Outcome: The client saw increased engagement with target accounts and the personalized nurture campaign that followed. Sales teams reported increased phone meetings with prospects that had interacted with the content hub.
“Don’t just sit around raising questions and pointing out obstacles. We’ve all worked with that person. That person is a drag.
Tina Fey
The Work: Making FedRAMP compliance certification sexy. We concepted a campaign featuring actual employees and their secret skills. We conducted a photoshoot and interviewed our stars at their office, then created a highly-targeted programmatic display campaign.
The Outcome: Impressions for the target audience exceeded benchmark by 40%. Bonus: our client’s employees reported feeling appreciated and valued by participating.
“When are you going to put that project down and make us dinner?”
My Kids, constantly
The Work: Editing the Be Enchanting Magazine, an annual publication designed to inspire wanderlust and brand loyalty with high net worth guests and prospects. A collaborative effort between an international team of writers and designers, the magazine is adapted for three brands and five international markets. Read editions here.
The Outcome: Along with the physical magazine mailing, we gated the digital versions and increased the email database with qualified prospects with each edition. Qualified leads also came in from magazine distribution on a sister brand’s polar expedition ships.
“Social media is about people, not logos.”
Jay Baer
The Work: Defining the voice, aesthetic and content mix for the following social media channels. Once brand parameters were established, the feeds reflected a strategic content mix that included messaging around sustainability, partner promotion, UGC from guests and expert tips.
Enchanting Travels Facebook, Instagram & YouTube
Hayes & Jarvis Facebook, Instagram & YouTube
MyPlanet Facebook, Instagram & YouTube
Personal Travel Photography Feed
“Creativity is intelligence having fun.”
Albert Einstein
The Work: Develop a completely fresh approach to multi-channel social media campaigns for one of the nation’s largest RV manufacturers. We created “The Power to Travel Your Way” concept and executed across all social channels and formats. Designer: Jo Kammer
The Outcome: The client was impressed with how a singular concept was adapted for a wide variety of market segments, from B2B RV dealers to B2C micro-segments of the RVing audience. The social strategy employed recommended KPIs to follow social engagement further down the sales funnel.
Fun Portfolio
Being creative isn’t a job. It’s the way you approach the world: with curiosity, attention, and the urge to bring disparate ideas together to form a brand-new approach. You can see some of my non-work work here.
Lucia Novara 