Machinima Brand Marketing
Machinima was one of the largest YouTube networks for gaming entertainment, managing thousands of affiliate channels and producing quality original programming.
Product: Email marketing campaigns
Role: Content Strategist + Campaign Manager
For: Machinima PR + Programming
Years: 2012–2014
Email Campaigns
The Team
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Graphic Designer: Mario Herrera
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Director of Communications: Kat Jones
The Challenge
Despite its healthy number of subscribers, Machinima's fan newsletter had been largely neglected. I brought it back to life, curating exciting content each week, working with the design team, and managing the distribution of each campaign.
The Result
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30% subscription increase
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45% click rate improvement
Product: Standards guide
Role: Researcher, Copywriter, Designer
For: Machinima Partners
Year: 2013
Director Best Practices
The Team
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Head of Creative Solutions: Chris Denson
The Challenge
Machinima's multi-channel YouTube network comprised tens of thousands of content creators, all with varying degrees of technical expertise. The company needed a way to educate its affiliates to help them hone their videos and channels.
The Result
I collaborated with various company stakeholders to create the Directors Best Practices. See select slides here, or view the complete guide.
Product: Marketing persona
Role: Copywriter, Designer
For: Machinima Sales
Year: 2013
Fanboy Millennial
The Team
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Graphic Designer: Mario Herrera
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VP of Trade Marketing: Cassandra Nuttall
The Challenge
A key part of Machinima's growth lay in its brand partnerships. But how to convince advertisers to invest millions of dollars in online entertainment revolving around young gamers?
The Result
Gleaning supportive figures from our Marketing Analytics department, I developed a persona—the Fanboy Millennial—to help educate prospective partners on the rich investment potential of young gamers and the entertainment they love.
See also:
Insomniac
Product Management + Content Strategy
Woo
Product Design + Branding
Video
Scriptwriting + Art Direction