COX.COM
Redesign of Cox.com with the new brand. Seven years ago, 7% of all sales were being attributed to online. Now, it’s five times that, with 40% of sales coming from online. I have had the honor of leading the team that is part of the reason Cox.com has grown for seven years. Below is a sample of the new site design.
7% ONLINE SALES TO 40%
Style Guide / UI Elements
Mobile Design
Contour 2 Product Launch
Contour 2 is Cox’s latest cutting-edge TV offer. It was launched with a digital-first initiative. All communications were designed based on the immersive interactive experience.
The site invites users to “Take the Tour,” which plays a series of demo videos that highlight the main features of Contour 2. Demo videos are presented as slices allowing users to explore the Contour’s features.
POV Videos
Each feature of Contour 2 is highlighted through the site with more in-depth content.
Contour 2 site is fully responsive
Online Media
Emails
Direct Mail
COX CRM
I was part of the original team that started Cox CRM. There are multiple email streams based on consumer journeys. It was essential to develop systems and processes to be able to test, learn, and implement. Best practices, templates, and more were developed based on data and testing. Behind the scenes involves analytics, planning, creative, account, and strategy to continually optimize communications.
Master template:
The master template was developed as PSDs and HTML. Email is responsive; content repositions itself based on the device breakpoint. Onboarding both Creative and Developers with templates has streamlined the process of creating an email, cutting down turnaround and delivery time. Style Guide and Tech Guide were also developed based on the Master Template.
Desktop Master Template
Mobile Template:
One of the biggest challenges in onboarding nondigital creatives has been getting them to think about how content can change based on the device. Master templates made it easier for nondigital creatives to understand responsive principles.
Below are some examples of how the the master template was brought to life.
Social
Facebook, YouTube you name it–I have created content that tapped into the current culture and was relevant to the audience
College Problems Music Video: The audience for this content was college students; the objective was to sell them Cox internet. The insight was simple: what do college students like? Music! The below creative did so well; it was kept in the media mix for two years and edited in different sizes for multiple platforms.
Cox current customers s’ social ads that educated customers on their product benefits.
When Netflix came to Cox Contour we were able to leverage existing content and tap into show equity.
Tapping into the #humblebrag we create a humorous campaign that highlighted how fast Cox Gigablast is with a #Gigabrag.
Social Ads that were specifically developed for audiences interested in video games and music. This creative was also used as a pre-roll on Twitch and YouTube, played before a video game video or music video.
Content created for the launch of Contour 2.
Canvas Ad for the launch of HBO’s Westworld season 2.
Content created for HBO’s Game of Thrones. A simple execution that tapped into the culture of the show.
Other examples of how social was used for premium content and direct response product demo.
COX INNOVATION
The cable industry is faced with a problem when it comes to buying TV: it is complex, lacks transparency, and creates decision fatigue. Below are prototypes that provide creative solutions to these issues.
Facebook DATA - Utilizing Facebook’s data to help the user find their perfect bundle.
30 Day Right Fit - this concept allows consumers to try a bundle for 30 days and get a report of their usage. The report will give the consumer a comprehensive view of how they use Cox products and the ability to change their bundle based on their actual usage of products.
Customer 30 day Right Fit report - an example of what a 30 Day Right Fit report looks like.
Social TV concept that allows non-customers and current customers to share certain content from the Contour platform. Current Cox customers would be able to invite friends to watch shows, and this would also allow Cox an opportunity to generate organic leads.
Cox Digital Photo Shoot
Stock photography can only take you so far; images needed to be a certain size, length, and have a focal point so that it could translate for different screen sizes.
Original Image - spacing around talent was critical for resizing.
Example of how images would be used on site.
Photos were shot with a focus on human connection with products and technology.
Cox products were also shot along with other technology in an environment and on a white sweep to be used on the site to emphasize product benefits.
DDM / OLA
Online media has become more sophisticated, with multiple audience segmentation, which has created the need to be able to change OLA messaging on the fly. Flashtalking, a company that allows advertisers to create templated banners that serve creative dynamically, is helping online media keep up with this demand. Below is a sample of the system we created dynamic ads.
We first started with a wireframe to break down the elements and the type of animation that each templated dynamic ad would have. In this instance, the animation would be a circle that animates out from the center of the banner, revealing messing as it animated.
Dynamic ad wire with content.
Break down of dynamic ad elements to define what parts of the banner could be changed.
Break down of dynamic ad template elements to define what parts of the banner could be changed dynamically. The most important frame of OLA is the last frame, which generally has a price point and an RTB. The below banner addresses this by having the offer up 100% of the time while the messaging about the offer animates through.
Other examples of how the dynamic templates can be used.
Cox EARLY LIFE
Cox CRM “Early Life” is Cox’s current customer lifecycle marketing program. It includes multiple touchpoints DM, Email, PURLS, personalized videos, and a digital and printed welcome kit. The overall program is extremely targeted based on customers’ services.
Early Life educates customers and deepens engagement with Cox services. Early Life was not only extensive but also highly successful. With over 1.1 million Cox customers enrolled in this communications program, the Early Life program led to lower customer attrition rates PLUS an incredible 4:1 return on investment. That is, for every $1 Cox spent on the program, they received $4 in return. This program was groundbreaking, award-winning, but most importantly, it helped clarify communications between a cable provider and their customers.
4:1 ROI $1 SPENT - $4 RETURN
2015 DAVID OGILVY AWARDS:
GOLD IN TECHNOLOGY
2015 CADM TEMPO AWARDS:
1ST PLACE IN LOYALTY
1ST PLACE FREQUENCY MARKETING,
2ND PLACE WINNER IN EMAIL
3RD PLACE IN INTERACTIVE MARKETING CAMPAIGN
2016 Effie : Finalist Brand Experience: Virtual 360
Segmented and targeted emails based on current customers’ services and life-cycle within the program.
Segmented and Targeted DM that coincide with emails.
PURLS (personalized URLs) were used to help educate customers’ about their services and up-sell other services.
Personalized videos help explain customers’ services.
Digital and printed Welcome Kit provided another opportunity for customers to learn about their services.
COX Support
Cox support pages get an average of 12.4 million visits per year. With the internet of things, brand perception is now associated with visitors’ experiences. By redesigning Cox support, we drove down call center calls within the first month by 36.8% and increased site visits by 330%.
Cox Support won the 2018 CADM Tempo Awards:1st Place,
Campaign Microsite Cox Communications - Online Customer Support and Self-Service Experience
Video content was a key element in the redesign of the Cox Support experience. We tapped into how consumers troubleshoot issues—they YouTube it. We created videos that address the most common problems that consumers had. Videos were created to be evergreen by shooting a library of devices and handholding devices but not engaging with interfaces. By shooting the library of content this way, we would be able to update the videos later on when the UI changed. What initially started as a couple now turned into a program that has an internal task force at Cox. The plan for the support videos is to be used on a dedicated to Cox cable channel.
We approached the redesign of Cox’s support by standardizing the experience for all pages. So no matter where consumers land within the Cox support experience, they would know how to use it. Customers were also encouraged to sign in to the support experience, which would be customized to their products.
TV Advisor
Choosing a TV package is not easy. TV Advisor is designed to help consumers find the right TV package based on what they watch and popular TV shows.
Numbers for initial 3 months after launch:
39,938 Visitors
16,816 Completion Rate
42% Overall Completion Rate
Step1: User selects network shows.
Step 2: User selects premium shows.
Step 3: Results TV recommendation.
Site Elements
Updatable elements throughout the TV Advisor experience keeps it relevant to shows the consumers are watching now.
The TV package sub nav allows users to see what type of TV package their choices place them into.
Shows are categorized with poster art enabling users to make choices based on shows they watch.
The result page has numerous outcomes based on the user’s selection. Below are samples of TV package recommendation heroes.
Responsive
TV Advisor experience is also responsive allowing users to find the right TV package from any device.
Cox Gamer Pak
The COX Gamer Pak campaign specifically targeted online gamers. The genesis of the idea stemmed from identifying the overlap between online gaming trends and Cox’s high-speed internet product. In order to bring the campaign to life, a partnership was forged with the 3rd largest global video game publisher, Ubisoft—a revolutionary, first-of-its-kind partnership within the telecommunications industry. Through the partnership, Cox launched a limited-time offer: the first 500 people to sign up for Cox High-Speed Internet would receive a free copy of Ubisoft’s critically acclaimed title, “Assassin’s Creed IV: Black Flag.”
Online Media
Using innovative content marketing across digital & social platforms, the campaign was able to target online gamers behaviorally – an untapped market in the telecom industry.
T-Mobile
We created a modular system for T-Mobile’s Email and Landing pages. Content would switch hierarchy to deliver offers and RTB’s based on the audience segmentation.
PACCAR truck Parts
PACCAR is one of the most sophisticated CRM programs at FCB Global. It is a global client that uses email and social to drive consumers to sign up for their loyalty program. Once in the loyalty program consumers get segmented into different audiences then communications are tailored to them.
Below is an example of the work.
Collection Ad - 900k + Impressions, 30% Reduction in CPC and Generated the 3rd highest amount of leads.
PACCAR Parts - Loyalty program has 3 Brands: TRP, Peterbilt, and Kenworth. Each brand has different audiences at different stages of their consumer journey. Messaging is segmented by the audience and brand.
PACCAR Social Playbook
We created a social playbook to define how Paccar would bring to life its TRP brand on different social platforms. The Playbook includes strategy on how to message different audiences, a style guide, and creative ideas. Below is an example of the work.
MOTOACTV
Motorola’s first move into the fitness category. MotoActv is a high-tech device which tracks data on everything you do while working out. One of its most useful features is the smart music player which chooses motivational music based on your heart rate.
MotoActv RSA is a B-to-B marketing program which educates RSAs (Retail Sales Associates) about the capabilities of MotoActv. The work below showcases an integrated campaign which focuses both on consumer facing and on B-to-B communications.
The MotoActv RSA site features content to educate RSAs on all of MotoActv’s features. RSAs’ were incentivized to learn about MotoActv through the opportunity to earn prizes by participating in an instant win game.
Site featured videos on MotoActv features, intended for use in RSA Training and consumer campaigns.
The MotoActv RSA program arms RSAs’ with competitive product information.
The Interior accessories page highlights detailed product benefits & specifications.
In addition to the online site, MotoActv RSA program was also rolled out on mobile, making it more accessible to RSAs’ who may not have had access to a computer. RSAs could also opt in to play the instant win game through an SMS program.
Online consumer facing media.
Motorola RSA Program
Motorola Retail Sales Associate Program is an online and mobile site which educates Retail Sales Associates (RSAs) through humorous videos, product information and trivia games. Players could earn real and virtual rewards through game play.
Mobile site and game
Sample of virtual badges RSAs’ unlocked through game play.
In-store promotional material that informed RSAs’ about the program through movie posters that advertised featured videos.
Humorous videos educated RSA’s on the benefits of Motorola Hands-Free Products.
The Boeing effect
Similar to the Butterfly Effect, the Boeing Effect is a site that illustrates Boeing’s effect on humanity and time through innovation.
Taco bell why pay more app
The Why Pay More App is perhaps one of the most useful apps for a hungry, financially minded individual. Just input how much money you have, and the “Why Pay More App” will serve up food suggestions and point you to the nearest to Taco Bell.
Off the Street Club Annual Holiday Luncheon
Off the Street, Club is Chicago’s oldest boys and girls club. It is a safe haven for kids amidst the violence, crime, drugs, and gangs in West Garfield Park. It is primarily funded by the advertising community of Chicago, and the core of its funding comes from the Off the Street Club Annual Holiday Luncheon.
Agencies volunteer to host the event, come up with a theme and marketing to sell tables and raffle tickets. When FCB hosted the event, I had the honor and privilege to give back to the community by being one of the Creative Directors. We decided to dedicate the luncheon to the very people who run and benefit from the Off the Street Club by hosting the first-ever Hope Awards.
The Hope Awards theme not only highlighted the Off the Street Club, but also recognized the kids who keep hope alive by choosing the right path, and honored the people who make sure that “Hope has a home.”
Come Into The House Music Video
We wanted to do something different and create something that would live beyond the event itself to keep raising awareness and money. We created a music video, “Come Into The House,” featuring the kids in a positive, safe environment that the club provides. The music track is downloadable with purchase; all proceeds go to the club. The video was the highlight of the luncheon. It reminded us where our donations were going as well as encouraged guests to donate.
To generate awareness about the luncheon, we first sent out an invite. The invitations highlighted the kids of Off the Street Club and their definitions of hope. The invite below consisted of four pieces. The first, a band with a call to action to “Join us as we celebrate hope.” The second piece was a picture of one of the kids from the club with their definition of hope. The third piece was table cost, and the fourth piece time and place the event will be held.
Posters were sent to all of the agencies to announce the Hope Awards. One of the primary visual strategies was imagery that focused on the kids and the objective of Off the Street Club. We wanted to let people know who their donations were helping.
The event site was set up to educate users about Off the Street Club, sell raffle tickets and tables and nominate an agency or company for a Hope Award.
We created videos for the event site to educate and reinforce the club’s mission.
Expanded state reservations and sponsorship.
Expanded state raffle tickets.
Site Redesign
One of the issues Off the Street Club has is a lack of awareness. There is a constant stream of new talent at agencies who don’t know what Off the Street Club is and the difference they make. The original Off the Street Club site was dated and not mobile optimized. We felt it was necessary to give all their digital properties a facelift. We also created a site strategy that educated users with clear calls to action to help Off the Street Club by volunteering or donating.
Email was used at different stages to invite, inform and generate awareness about the event.
Redesigned social properties. Facebook organic and paid for media was used throughout the campaign to build awareness about Off the Street Club and to thank those who donated.
After the luncheon the event site was redesigned to sell the Come Into The House music track.
Results, I can not divulge the amount that was raised for the kids all I can say is we broke the record.
Digiornomics
Incredibly effective online media that responded to current events comparing the cost of delivery to the high price of gas. The client loved the online media so much that they developed it into TV spots.
Bulls Eye
Digital re-branding of Bull’s Eye BBQ Sauce: Making every interaction with the brand bigger and bolder.
Online Media executions ESPN take over giving users a bolder experience.
Fantasy Football users would be encouraged to make bolder picks and be reward for their choices
Rich Media Game Bold vs. Sweet.
Facebook App / Smart Phone App/ Rich Media where users can choose to be bold or sweet.
Pandora Channel
Smart Phone skins
Sharpie Youtube takeover
Sharpie’s Youtube takeover was part of a multimedia integrated campaign with both online and offline communications.
The overall objective of the Sharpie Youtube Takeover was to create awareness for Sharpie around the ‘back to school’ season. The creative showcased four Sharpie fans/advocates who demonstrated how Sharpie products influence their lives and showed what they started with Sharpie.
Sharpie’s Youtube Takeover invited consumers to show what they started by uploading their Sharpie creation on YouTube. The campaign increased Sharpie’s Facebook fans to two million, with over 5,000 unique Sharpie creations uploaded and 62 million impressions delivered in one day – breaking all of YouTube’s then-current engagement records.
5,000 UNIQUE SHARPIE CREATIONS
62 MILLION IMPRESSIONS
Sharpie’s Youtube takeover created an expandable mosaic of Sharpie objects created from user-generated content.
Users were able to interact with a masthead of content. Search functionality was a key element; it allowed users to find their Sharpie creations and share them. With one click, users were able to view, share and rate creations. Users were also able to change the mosaic to other Sharpie objects.
During the takeover, users were able to engage Sharpie’s twitter feed and receive a real time response from Sharpie.
To increase Sharpie’s YouTube audience, the Sharpie YouTube channel videos were integrated into the takeover.
Sharpie.com Redesign
Sharpie.com provided consumers with one online destination where they could be inspired and could make online Sharpie purchases. Consumers were also encouraged to share their Sharpie creations and to educate and challenge each other. Below are some examples of the type of experiences users would engage with when they visited Sharpie.com.
User Profile
Users Gallery
User Sharpie Art
Find a Sharpie
Product overview
Interactive product selection overlay
Mobile Site
Jello Happy appy
Building brands through experience, the Jello Happy Appy was a Facebook App that allowed users to share their happy moments with the world.
