Brand initiatives: selected projects
Inside Voices (2020)
When the COVID-19 crisis hit the U.S. in March, Kickstarter noticed a wave of creators unsure about how to move their projects forward and what it meant to make work during uncertain times. To provide support, we launched this initiative highlighting small projects run from home.
The goal: Create a thoughtful initiative to support and encourage the Kickstarter community to connect through creative work while in lockdown.
My role: Content Director
Responsibilities:
Created concept, messaging, and roll-out plan.
Wrote landing page and announcement post copy.
Liaised with design, product, engineering, and PR teams.
Collaborated with social and brand strategy team members to finalize social promotion plans.
Results: Over 165 projects launched, majority first-time creators. (Still running as of August 2020.)
Press: It’s Nice That, Domino
How it Works landing page (2019)
Realized in two months, this cross team effort aimed to create a friendly, approachable introduction to Kickstarter for prospective creators. We wanted to help them answer the question, Is this for me?
The goal: Create a reworked alternative to Kickstarter’s Learn page clearly stating the brand’s value proposition. Encourage creators to see themselves on the platform and take action to begin a project.
My role: Content Director
Responsibilities:
Collaborated with a team of product designers, engineers, and a UX copywriter to determine the layout of the page.
Created all landing page copy.
Curated featured projects with input from the creator outreach team.
Break Kickstarter (2019)
Probably the wildest project I ever worked on at Kickstarter. This initiative, co-led by Senior Marketing Manager Lindsay Howard, invited creators to play with the conventions of a traditional Kickstarter campaign and its components.
We saw creators turn project pages into works of performance art, create sliding-scale reward tiers, create project descriptions in code, and more.
The goal: Encourage creators to innovate on the Kickstarter platform; engage with creators who’ve never considered Kickstarter.
My role: Content Director
Responsibilities:
Refined concept and messaging.
Collaborated with designers, product managers, and engineers to determine deliverables, timelines, and roll-out plans.
Wrote landing page, promotional, and editorial copy.
Reviewed and curated projects based on internal guidelines.
Monitored stats and reported back to internal stakeholders.
The results: $1.8M pledged to 133 projects that shared inspiring takes on the classic campaign structure.
Zine Quest (2019, 2020)
An open call for RPG zine projects, two years running. A creator favorite! Launched February 2019.
The goal: Launch a creator acquisition initiative to engage Kickstarter’s lively Games community.
My role: Senior Editorial Producer (2019) / Content Director (2020)
Responsibilities:
Collaborated with Games lead Luke Crane to focus concept, messaging, and designs.
Edited copy.
Created roll-out and promotional plans.
Collaborated with social and product teams for promotion.
Results: $856,675 pledged to 108 projects launched in 2019. $916,777 to 283 projects launched in 2020. 90%+ project success rate both years. A majority of projects launched by first-time creators.
What’s it like to support yourself through creative work? These short documentary-style videos profile three creators in Kickstarter’s in-house residency program, all at career crossroads.
A collaboration with Kickstarter’s then Editorial Director/current VP of Brand Elyse Mallouk and RAVA Films. To date, the videos have received over 25K views on YouTube.
The goal: Create sharable, brand-aligned videos to promote Kickstarter’s creators-in-residence program and champion the creative process. Experiment with video to promote Kickstarter’s brand mission and values.
My role: Senior Editorial Producer
Responsibilities: Wrote and shared RFP with various production teams. Reviewed proposals and negotiated budgets. Acted as the main point of contact for the RAVA Films team. Attended shoots and interviews as acting editorial/brand oversight. Gave feedback on rounds of edits and final approval with our Editorial Director. Created roll-out and promotional plan.
Creator how-to video series (2018)
Four short, fun, and instructive videos featuring Kickstarter creators sharing advice on how to best use the platform. A collaboration with Kickstarter’s then Editorial Director/current VP of Brand Elyse Mallouk and RAVA Films.
To date, the videos have received over 33.8K views on YouTube.
The goal: Create sharable, brand-aligned educational videos sharing Kickstarter best practices as answers to frequently-asked questions.
My role: Senior Editorial Producer
Responsibilities: As with the Creators-in-Residence series, I wrote and shared RFP with various production teams. Reviewed proposals and negotiated budgets. Acted as the main point of contact for the RAVA Films team. Wrote interview questions and scripts for final editing. Attended shoots and interviews as acting editorial/brand oversight. Gave feedback on rounds of edits and final approval with our Editorial Director. Created roll-out and promotional plan.
Ampled Artist Handbook
Ampled is a cooperative platform for musicians, created to help them gain financial independence through direct support.
I collaborated with them to create a guide for new artists on the platform, complete with tips and best practices.