To get fans excited about the new Frasier series, we revived Frasier Crane's iconic KACL hotline for fans to call and listen to advice from their favorite radiotherapist.
I wrote the script for this campaign, created different advice category options for callers, and sourced quotes from the old episodes that fit within each category.
Our strategy engaged old followers of the classic series for the 30th Anniversary, while ultimately priming them for the premiere of the new Frasier series. And all of this was done quickly and without access to talent, due to SAG strikes.
7K+ called the advice line in 2 weeks. The stunt received 12K+ likes and 700+ comments (all organic!).
Check out the full campaign here.
This campaign is currently up for a Shorty award!
In addition to working on this campaign, I also developed concepts and wrote copy for all of Frasier’s social channels. You can see some of those examples below!
Wrote slogans for the campaign rollout.
This is the intro I wrote for this campaign.
I came up with these advice category options for callers and sourced quotes from the old episodes that fit within each category.
Over 7,000+ people called the advice line and the campaign garnered over 12,000 likes and more than 700 comments.
Launched Yellowjackets Instagram & Twitter accounts with my team at Movement Strategy and brought this new Showtime show into the cultural zeitgeist.
I developed, built out, pitched, and sold in the “Tiger in the Cage” social persona and voice & tone for the launch of Yellowjackets.
I created pre-premiere, premiere, and finale content for the first season of the show.
I wrote copy on Twitter & Instagram, utilizing the social persona.
This social campaign won a bronze at the Clio Entertainment Awards.
You can read the full case study here.
Campaign I worked on at Movement Strategy for the return on Billions Season 5 part 2.
A few days before the premiere, we created a regular user Venmo account for Showtime, with the fan-recognizable-name Dollar-Bill-Billions and loaded it with $5,000. We created a single tweet for Billions fans to be posted by @SHO_Billions. On premiere day, Showtime’s Billions pinned this tweet, telling folks to hit up Dollar Bill on Venmo.
When the premiere episode began, we doled out the cash by paying a random selection of 50 Venmo friends $100 each.
In the span of 12 hours, the surprise payout stunt garnered 7.4K total owned engagements and 14.5K total mentions (an 18.8% increase from Season 5 Part 1), with zero paid media support
Overall the campaign generated 1M total impressions and helped support a wildly successful premiere night for the return of Season 5 of Billions, with #Billions trending on Twitter within the first seven minutes of the start of the premiere — all propelled by one pinned tweet.
The campaign won a Bronze Award at the Clio Entertainment Awards & The Shorty Awards. You can read more about it here.
I wrote the social posts for Freeform’s Cruel Summer Season 2 “Cruelly Hacked” takeover where a faux hacker dubbed as “xUNKNOWNx” deleted all previous Cruel Summer posts and took over for the day, teasing fans with memes, polls, and conspiracies surrounding what happened to Luke.
The “Cruelly Hacked” execution yielded a 624% increase in reach vs the previous week’s time period, heading into the finale.
This is the first branded content piece that I wrote which aired on TV Land. The spot aims to recap fans on season 6 of Younger while leveraging Geico’s “I can’t believe it” messaging.
Drizly (an alcohol delivery app) and Blue Apron (a meal kit service) will partner together to bring you a meal and cocktail kit while teaching you how to cook and make fancy craft cocktails at home because every meal needs a little spirit.
Copywriter: Chloe Israel
Art Director: Sara Trotsky
Strategist: Natalia Philipose
We would start by teasing out the Drizly + Blue Apron partnership on Twitter.
The ‘Perfect Pair’ filter can be used solo or with a friend!
One filter would be food and the other would be a drink that compliments the meal.
To tease our new partnership boxes we would have celebrities that we consider ‘perfect pairs’ to try out our recipes while giving viewers tips on what it takes to make a ‘perfect pairing’.
The first 100 viewers will get a code for a special partnership box with swag in it (Aprons/shot glasses/martini mixers)
To sustain this campaign we would feature Instagram live videos for themed ‘perfect pairs’.
Schitt’s Creek stars could appear and talk about the show and give tips on how to “fold in the cheese” which was referenced in Season 2.
The first 50 fans would get a personalized message from the stars and their own Schitt’s Creek box with signed merch from David and Alexis.
Wrote three print ads to help W.B. Mason copy paper stand out from the competition by highlighting the paper’s unique attributes and comparing it with star talent to show off that W.B. Mason’s paper is meant for the spotlight.
Copywriter: Chloe Israel
Art Director: Sarah Trotsky
Strategist: Natalia Philipose
Challenge:
AMC Theatres are facing disruption from streaming and rental companies like Netflix and Redbox. If they don’t revamp their image and social media outreach, they could go out of business.
Insight:
Moviegoers go to the theater because they want an enjoyable, uninterrupted movie-watching experience that also serves as a social outing.
Solution:
The AMC MEETS app pairs you with movies you want to watch with the person you want to watch with. We created Instagram stories targeting streaming problems that will lead users to the AMC Meets app. The app helps users find dates or friends to go to the movies with based on their interests to bring back the social aspect of watching movies.
Copywriter: Chloe Israel
Art Director: Sarah Trotsky
Strategist: Natalia Philipose
Conceptualized influencer Make-Up series that won the 2020 Shorty Award for YouTube Partnership. I was also the communication and logistics liaison for series talent and helped craft series props.
The objective was to create a groundbreaking new series format that would merge influencer tutorials with reality competition, without compromising the integrity and massive appeal of either genre. It aimed to deliver a modern viewing experience that fits the way young people engage with content today - on-demand across multiple platforms.
You can read more about it here: Make It Up: Shorty Awards
Wrote, pulled episode clips, and oversaw editing sessions for this branded content spot for Wild ‘N Out and Snapple which aired on VH1.
Strategy: Encourage shoppers to wear Furious Fur’s coats without the fear of being mistaken for wearing real fur.
Execution: Consumers can proudly show off that they are wearing a faux fur coat through the use of custom pins that they will receive when they purchase a Furious Fur coat.
Copywriter + Art Director: Chloe Israel
This is a radio spot I wrote for the meal delivery service, Sunbasket, focused on healthy eaters on the go.
Radio spot for Sun Basket.
Strategy: Promote Beyond Burger, a brand that uses protein-based/plant-based ingredients as opposed to meat.
Execution: Entice viewers to try a beyond burger through the use of a gif that can reside on social media.
Copywriter + Art Director: Chloe Israel
Strategy: Incentivize millennials to invest their money in the stock market with the user-friendly app, Robinhood.
Execution: Demystify the stereotype of what comes to mind when you think of an investor. Essentially anyone can be an investor.
Copywriter + Art Director: Chloe Israel
