bring focus back to work - thrive global x dropbox (2019)
With the launch of the new Dropbox workspace, Thrive Global created a branded campaign to help people leverage technology in order to reclaim focus at work and get back to the work that matters.
role: As the Lead Strategist for this campaign, I was responsible for creating the campaign concept “Bring Focus Back to Work” and proposal including the new video franchise “A Micro-Moment With.” Following a pitch to senior-level clients, I then transitioned into the role of Lead Copywriter and worked closely with the client solutions, editorial, production, and social team to manage the creative execution of the multi-platform campaign.
In the new campaign for the brand, we created a multi-platform media campaign, including a variety of video content breaking down common work misconceptions, a microsite as well as Instagram posts and stories. We simultaneously executed an influencer strategy to reach a wider audience for that content driving home the message: “It’s time to focus on the work that matters.”
As Lead Strategist and then Lead Copywriter for this campaign, I was responsible for researching, conducting pre-interviews, scripting and storyboarding each animated episode in the “Work Truths” series as well as in the “A Micro-Moment With: Jaclyn Johnson” video then working with the respective production teams to bring each video to life from pre-production to post.
The result was a successful campaign that resulted in 45% above target impressions and views along with impressive social media engagement around redefining the way we work.
