MY ROLE
Creative Director
RESULTS
+489%
followers on social YoY
+697k
social shares from one series
2,541
webinar signups in 2021
A Digital Community for Designers
For Delta Faucet Company, I lead creative across our cross-functional UX, digital marketing, and branding design teams to create a thriving, digital community that connects the brand with designers and architects globally. It started with an integrated communications strategy aligned to content DFC could implement virtually. This strategy highlighted key paid, owned, earned, and shared tactics. We recommended this new digital experience be treated as an ownable brand and worked collaboratively with DFC to bring the Pipeline brand, and all of its credentials, to life.
Community Content
I worked closely with the strategy team, which conducted digital behavior research on what designers wanted from this community. We learned designers were best converted by on-going education and help with their business. We developed content pillars, created content, and iterated. It worked. From 2021 to 2022, we saw +140% YoY followers, +114% total social engagements, and +40% YoY impressions.
CONTENT PILLAR 1
DFC’s Webinar Wednesday: Thought leadership from DFC brands and partners
CONTENT PILLAR 2
Content to help grow businesses with trending topics and noteworthy presenters
CONTENT PILLAR 3
Incentives to follow Pipeline for future webinars or upcoming content
CONTENT PILLAR 4
Specialized editorial content series sourced from DFC design experts created to inspire and educate
CONTENT PILLAR 5
Product education, technology innovations and continuing education-credited content
Interior Minds
During COVID-19 lockdowns, 'Webinar Wednesdays' thrived. When in-person events resumed, we introduced Pipeline's debut series, 'Interior Minds,' as a complement to these webinars. The series offered insights from three designers, each at different phases in their careers, around subjects we knew Pipeliners valued. I directed creative for the series branding and graphics.
Project Information
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Creative Direction
Lawson SowardDirector of Digital Experience
Brett CaseyTone of Voice & Copy
Bob RaczkaVideo Production
Apparatus CinemaDesign
Lawson Soward
Eric Nguyen -
Creative Direction
Lawson SowardHead of Digital
Mike PhillipsAssociate Director, Digital Marketing
Lizzy KuzmicSocial Media Manager
Meredith WathneArt Direction & Design
Joel BentleyCopy
Bob Raczka
Kenzi Enright -
Creative Direction
Lawson SowardHead of Digital
Mike PhillipsArt Direction & Design
Joel BentleyCopy
Bob Raczka
Kenzi EnrightVideo Production
Perfect Cut ProductionsExperiential & Set Design
Kathleen Carron
Paul Kovacs
Felipe Oropeza