Work on behalf of Beyond the Rack // 2010–2012
THE PROJECT
Chrysler Fiat Campaign
Omni-Channel Campaign for Sweepstakes
Chrysler Fiat Campaign
Omni-Channel Campaign for Sweepstakes
Situation
During my time at Beyond the Rack (2010–2012), where I was rapidly promoted to Art Director and then Studio Manager in under 11 months, reporting directly to the VP of Event Production, I led creative for the Chrysler Fiat Sweepstakes an automotive giveaway offering participants a chance to win a substantial credit toward a new Chrysler Fiat, requiring a full suite of digital assets to capture attention and drive entries.
During my time at Beyond the Rack (2010–2012), where I was rapidly promoted to Art Director and then Studio Manager in under 11 months, reporting directly to the VP of Event Production, I led creative for the Chrysler Fiat Sweepstakes an automotive giveaway offering participants a chance to win a substantial credit toward a new Chrysler Fiat, requiring a full suite of digital assets to capture attention and drive entries.
Solution
I built a cohesive creative ecosystem around the sweepstakes, turning it into an immersive, aspirational experience that celebrated the blend of American ingenuity and Italian flair under the Chrysler Fiat banner.
I built a cohesive creative ecosystem around the sweepstakes, turning it into an immersive, aspirational experience that celebrated the blend of American ingenuity and Italian flair under the Chrysler Fiat banner.
Execution
I designed eye-catching banner ads across digital channels with bold calls-to-action like "Enter Now to Win Big!" and dynamic visuals of open roads and Italian-inspired design. I built a polished PowerPoint presentation covering campaign details, eligibility rules, and prize highlights for press and stakeholder briefings, and created vibrant blog images illustrating the excitement of ownership to encourage shares and boost organic reach.
I designed eye-catching banner ads across digital channels with bold calls-to-action like "Enter Now to Win Big!" and dynamic visuals of open roads and Italian-inspired design. I built a polished PowerPoint presentation covering campaign details, eligibility rules, and prize highlights for press and stakeholder briefings, and created vibrant blog images illustrating the excitement of ownership to encourage shares and boost organic reach.
Result
A cohesive creative ecosystem that turned a simple sweepstakes into an immersive, aspirational experience, extending its reach across every channel.
A cohesive creative ecosystem that turned a simple sweepstakes into an immersive, aspirational experience, extending its reach across every channel.
SOCIAL MEDIA
Chrysler & Fiat Facebook Management
Growing to 150,000+ Likes Through Strategic Content, Engagement & Early Paid Advertising
Chrysler & Fiat Facebook Management
Growing to 150,000+ Likes Through Strategic Content, Engagement & Early Paid Advertising
Situation
In 2011, amid Chrysler's post-bankruptcy revival under its strategic alliance with Fiat, the brands needed a social media presence that could rebuild community and position the partnership as innovative and forward-looking.
In 2011, amid Chrysler's post-bankruptcy revival under its strategic alliance with Fiat, the brands needed a social media presence that could rebuild community and position the partnership as innovative and forward-looking.
Solution
I managed the Chrysler and emerging Fiat Facebook presence during this transformative era, blending authentic storytelling with early social advertising tactics.
I managed the Chrysler and emerging Fiat Facebook presence during this transformative era, blending authentic storytelling with early social advertising tactics.
Execution
I crafted posts showcasing the Fiat 500's U.S. debut, Chrysler's refreshed lineup including the 200, aspirational lifestyle imagery, user-generated contests, and real-time interactions. I ran paid Facebook ads with precision targeting to drive awareness, test engagement on new model reveals, and support lead generation.
I crafted posts showcasing the Fiat 500's U.S. debut, Chrysler's refreshed lineup including the 200, aspirational lifestyle imagery, user-generated contests, and real-time interactions. I ran paid Facebook ads with precision targeting to drive awareness, test engagement on new model reveals, and support lead generation.
Result
Grew the Chrysler Facebook page to over 150,000 likes, fostering a vibrant, loyal community of enthusiasts during a pivotal brand turnaround.
Grew the Chrysler Facebook page to over 150,000 likes, fostering a vibrant, loyal community of enthusiasts during a pivotal brand turnaround.
