Jessie J and vitaminwater for Talenthouse

From May to October of 2013, I had Jessie J, vitaminwater and Rio on my mind. That’s because it was the most important campaign of the year at Talenthouse.

We partnered with vitaminwater to invite fashion designers to submit designs for a playsuit that English pop star Jessie J would wear onstage at Rock in Rio later that year. vitaminwater provided the color palette that the fashion designers would draw their inspiration from.

This campaign was amazing for me in so many ways. For one, it was – and still possibly is – the biggest campaign I’d ever handled. We ended up receiving a record 800 entries!

Two, I got to go to London to work with our team there…which inspired a love of travel I’ve had ever since.

My direct responsibilities

Planning began weeks before the actual campaign objectives and details were solidified. I initially knew that vitaminwater was looking to break into the creative market (much in the way that Gatorade dominates the athletic market). Information about vitaminwater’s marketing strategy was shared with me, and I shared it with my team.

• Deliver a full draft of social media posts for Facebook, Twitter and Instagram.
• Assign, edit and publish a promotional blog post, Dress Jessie J For Rock In Rio.
• Assign, edit and publish a winner announcement at the end of the campaign.
• Retweet and engage with the vitaminwater, Coca-Cola and Jessie J social media teams as needed.
• Create a Pinterest board with images of Jessie J, vitaminwater drinks and her vibrant past costumes for inspiration.

Internal responsibilities

• Tight communication with our London team, who were coordinating the vitaminwater account and working to ensure the client’s needs were met.
• Deliver drafts and mockups as needed for approval by the account coordinators and adjust to the client’s preferences on tight deadlines.

Social copywriting drafts

Branded content

This was the launch blog I posted at the start of the campaign.

I had the opportunity to interview Jiah Choi, the creative director at vitaminwater, for the Talenthouse blog.

 

Behind The Scenes

This wasn’t in the plans, but as I always say, you’ve gotta leave room for surprise (also known as real-time marketing) in social media! The moment our account managers sent me this image of the vitaminwater judges checking out the entries in real life, I knew we had to share it with our community.

And it was a hit! People were so excited to see their hard work pinned on a board for consideration.

I loved sharing this, but also used it as a prompt to drive voters to the page. This proved to be an effective strategy, given how widely shared the post was.

Social snapshots from Jessie J and Coca-Cola

 

Post campaign

 

I posted a blog post to promote Coca-Cola’s interview.

I also posted this follow-up interview with Brazilian finalist Gustavo Carvalho. The interview was conducted by our Portuguese-speaking country manager.