We were tasked with creating a digital campaign that would drive people to watch the Chevrolet spots on YouTube.
So we went simple. Funny celebrity, in your face, edgy writing.
We created four :30 spots, four commentary videos, five rich media OLA units (for multiple sizes), one YouTube homepage takeover and a re-skin of the Chevrolet YouTube channel.
This campaign was shortlisted for Best Integrated Campaign at Cannes.
This was a huge success for us.
The masthead click-through rate was .38%, compared to a .26% average CTR for automotive.
The average display time was 24.67 seconds—YouTube’s benchmark is 20.55.
Over 60M impressions.
Average interaction time of 12.34 seconds, compared to auto-specific 8.25.
Google Maps Platform is a multi-billion dollar division of Google, serving developers, CTOs, CMOs, and others looking to add a myriad of Google Maps capabilities to their technology. As the lead (and only) writer for the GMP enterprise-level website for over two years, I have a deep working knowledge of the products and features, plus all aspects of the site and content management system. I work in partnership with the designers to create content that is both informative and exciting, plus has the consistency you need when constantly adding new information and pages to a large site.
Homepage header with dynamic content
Overview cards
Detailed product marketing copy
The King Agency reached out for a project with a quick turn-around: Can you write three landing pages for Touchstone Bank in just a few days?
No problem!
I worked with senior art director Brett Ruiz to create three distinct pages for small business customers, busy parents and homeowners. It was a quick, really fun project that turned out pretty well.
UPDATE! This work won Best In Show at the Richmond Awards!
Carhartt needed a site that works hard to help them tell their story to journalists. We created a lookbook full of stunning content, from copy and images to video and GIFS, all organized in a "toolbox" format.
This won an OMMA award for best fashion/apparel site, a W3 gold and Best-in-Show at the Addy awards.
Read the case study (written by me).
The Camaro ZL1 is the most technologically advanced Camaro in history. So how do you create compelling content to celebrate the launch of a car that will completely change its segment?
Your only talent is GM engineers. And there's a test at the proving grounds tomorrow. Maybe you want to be there. GO.
We started with the task of making one video. We ended up with five videos, two broadcast spots, a website, and a project that the CMO of Global Marketing at General Motors called "Some of the best work done for Chevrolet so far."
All done with a budget less than it takes to license a song from a bar band. This was the first work of its’ kind, but since then has been duplicated by automotive agencies many times over.
We had created content for Camaro ZL1 that was unlike anything else on the Chevrolet site. So we created a micro-site that carried through the look, feel and tone that we had already established for the vehicle.
Because of the nature of the audience, we also tracked down and included all of the detailed information an enthusiast could want.
The long-format films were so successful, they were cut into to :30 spots.
The Challenge: Create a home for all of the Camaro Special Edition models that's dynamic and engaging, with a template that's time-proof.
The Voice: Confident, just on the verge of cocky. Proud of its heritage, but looking forward. This was the video that lived as an auto-play masthead on the site.
For the launch of the re-designed Chevrolet Malibu, we wanted to create a digital campaign that played off of the TVC tagline "The Richest Guys on Earth."
We created a truthful, but not condemning, commentary on the role of social media in our society, and what it means to capture the moments that make us The Richest Guys on Earth (or, as we shortened it for digital, "Truly Rich"). It consisted of both long and short format films for a variety of digital placements, as well as a social campaign using the hashtag #trulyrich.
This video was the first ever Facebook video ad.
This two-minute film was the cornerstone of the campaign. It was directed by award-winning documentary filmmaker Lauren Greenfield, and edited by Lonely Planet's Max Koepke.
It was later cut down into a :60 for broadcast.
Winner of one three D Show awards, including best of digital media.
Google Shopping sends out regular emails for holidays and shopping events. These emails are intended both to display products and to educate shoppers on features of the platform. I worked together with a designer to develop each concept, look and feel, and then wrote all of the copy.
From 2017-2019, Perficient Digital was asked to completely overhaul cedars-sinai.org. This was a huge undertaking, as Cedars wanted to have a wealth of well-researched content on every condition the hospital treats. This was an all-hands-on-deck approach, so I was writing alongside a team of six writers and an editor.
These examples show just two of the many pages I researched and wrote.
How do you spread the word about a product that people are afraid to even mention? Create a social campaign that removes the taboo, gets people talking and changes the conversation. Listen to your audience. Respond.
As a social strategist and conversation manager on this campaign, I helped develop the social planning and then turned around and ran it. There are photos of me working simultaneously on two laptops — that’s how fast this was moving. I managed all social channels in partnership with Kimberly-Clark consumer services, wrote all posts and managed the 15 writers we hired to answer girls’ questions on the website.
10 weeks after launch, U by Kotex* captured 8% of the category, leading the overall Kotex brand to a 20+% share for first time in over a decade.
AdAge named U by Kotex* one of America’s Hottest Brands 2010, for product and marketing delivering the greatest impact.
The launch of U by Kotex* won a list of awards, including the WOMMY Grand Prize for Word of Mouth Marketing and the IAB MIXX Grand Prize for Word of Mouth Campaign, and became a benchmark for social communication in marketing.
As part of the Corvette C7 launch team, my partner and I were responsible for print, OOH and experiential advertising.
The billboards were in Times Square and high-traffic areas of Los Angeles, and featured quotes I pulled from glowing magazine reviews, along with the photography my partner had directed.
Our team also put together an experience for the Wired Store pop-up in New York, complete with a large-screen precision driving game.
(please excuse the stock photography)
For Esquire's Sexiest Woman Alive issue, I wanted to play off the theme of the magazine while keeping the growling tone of the Corvette brand.
I have done pretty much everything for this client, an upscale senior living community in Grand Rapids, MI. This includes web copy, TVC, photo shoot supervision, print ads, out-of-home, email, crisis management (COVID), interior design, event planning — I even named their new luxury condominiums, The Vistas. My partner and I basically act as their own internal agency.
TV spot for Beacon Hill’s newest community, The Vistas
Perficient Digital worked with Lids to develop their brand strategy, and they needed a way to introduce the new branding to their employees. We created a video to get people hyped up and excited about the new brand, while making it clear what it was all about.
The task was to create something (anything) to live on the Spark EV model overview page that would be engaging and answer potential big questions about the vehicle.
We created an in-page experience that was dynamic and fun — it moved! — but the best part was the videos. The budget was really small (of course), so instead of VO, we made the supers do the work. And they came out really great.
The task was to create something (anything) to live on the Spark EV model overview page that would be engaging and answer potential big questions about the vehicle.
We created an in-page experience that was dynamic and fun — it moved! — but the best part was the videos. The budget was really small (of course), so we made supers do the work. And they came out really great.
Jordan Miller is a creative director, copywriter and strategist located in Ann Arbor, MI.
