DAVID URBANo's DIGITAL STRATEGY & CREATIVE PORTFOLIO SELECTS:
Here are some selects of my creative portfolio of digital and interactive projects. Spanning many industries and award winning brand work in: editorial, strategy, CRM programs, video production and documentary storytelling, social media, digital out of home, experiential, mobile and paid, owned and earn media content development and publishing. I know that is a lot. I've been doing digital work for a long time and I am a truly integrated creative producer. If you need ideas you have found your guy.
Big Head illustration by Brian Musikoff.
For the healthcare start-up Oscar; I managed media for this publisher based network viral video campaign that targeted Hispanics in New York that drove over 360k worth of video views in four short weeks with 16.6K clicks to site resulting in 4.6% CTR. Out of these new customers .089% requested a Obamacare insurance quote and .10% left their email for future communications on HiOscar.com. These videos outperformed traditional general market YouTube pre-roll.
Developed digital editorial creative and content strategy, oversaw responsive design, copy writers, social media plan and managed media and experiential event partnerships to drive a user sign-up acquisition VIP Giveaway CRM campaign. The overall strategic goal was to move fans off of facebook and to identify customers for occasion consumption and other tasting events for more expensive brown spirits in the Remy product line. This program was initiated right before the common knowledge that brands today have to pay to reach all their "fans" on the platform. READ MORE AND WATCH THE CASE STUDY | Playbook.RemyMartin.com
CREATE OR ELSE: Was a 14+ part series I produced and curated where I featured and showed people who do inspiring things for a living. The documentary series won a online film CINE GOLDEN Eagle award and was designed for creative recruiting while showing the power of YouTube & new ways for branded entertainment storytelling by Ogilvy. In 2010 I produced the UX, design and build for a custom HD chromeless channel video player which is much like what Netflix has today. I also oversaw or wrote articles identifying why the documentary subjects are inspiring and unique. Watch trailer and episodes here.
For WorldCup I managed digital creative, logistics and strategy for a programmatic media buy that targeted Hispanics in 5 DMAs with two videos . This CRM video offer campaign received 870k tracked impressions with 127k+ completed views and over 20k clicks to site. Over .o6% of new customers signed up for more information in the Aaroninc.com database for outreach by store managers so they could sign them up in their rent to own programs.
DUPONT.COM FIRST RESPONSIVE DESIGN & APPS
Soon after the Boston Globe went live with the first large publishing site, I led the UX and development team to create a responsive prototype before standards existed as we were redesigning DuPont.com. I also led global SEO content strategy for several business units and oversaw the development of custom applications for product experiences matching solutions to symptoms or bio-engineering issues.
When you tweeted with the hashtag #DO100 your inspirational tweet would become part of the mosaic and your AVI would shade to fit in part of the graph using a open source algorithm that converted and placed you in the iconic image to celebrate David Ogilvy's 100th Birthday.
UPS Small Business UX CRM Experience
LOGISTICS: To solve for the problem that shipping managers were pressed for time I developed and directly managed creative, content strategy and the UX for the Ogilvy team and helped design a faux a parallax experience that showed the user journey by displaying the benefits of outsourcing warehousing through case studies and benefits of UPS customers. The UPS truck took the user down page through every step to delivery of their customers goods.
Powerful Yogurt was initially marketed exclusively based on the insight that men consume 40% of Greek Yogurt traditionally markets to women in white packaging. Produced all digital creative assets including an ab scanner, social media editorial and directed managed viral video campaign that received over 1.5M in earned media. 4.6k facebook shares 11k clicks to site. Watch the start-up story.
As part of Kodak's last branding product campaign I produced this Maven Award winning digital out of home mobile experience before MEME's or selfies were a thing for New Years 2010. This was in conjunction with Ogilvy's first iPhone Smilemaker app, and a facebook konga line application that connected your personal images.
This was a 6 Part animated YouTube series that pokes fun at celebrities.
Oversaw and produced UX, design and build using curated Ogilvy Network client work and Percolate API daily searches for Ogilvy in the news. Instead of showing all social content passively this PR marketing system allows a content editor to determine the image and copy and what stories get reshared to social.
This brand initiative for site design was built on the idea in harvest data that the grains in bread use less water and in turn save the planet to make a loaf.