Univision is the largest Hispanic media company in North America.
Contribution
I established and managed The Creative Services Department, ensuring multi-channel rollout of brand-building strategies and marketing collateral. Liaised between the company, agencies, and contractors. Supervised team of art directors, copywriters, and designers. And conceptualized overall look and feel of brand communication materials for digital, web, mobile, print, and out of home media.
Role
Creative Director
Problem
The real ask was to rollout new branding to hundreds of media properties, create a multi-channel campaign, and increase B2B digital engagement… After crafting new branding, a corporate website, AND a creative department from scratch. B2B customers’ only engagement with Univision was through sales team. HMW: How might we help B2B customers signup for insights?
Outcome
Triple digits B2B digital engagement increase.
Basic Journey for B2B customers to signup for insights
Wireframe for Landing Page with signup popup
Sign Up
Our Hypothesis: We believe that adding a QR code and/or URL to non-digital ads, or button to digital ads (CTA) will help B2B customers signup to insights. We will know this is true when we see an increase in signups directly from ad campaign.
We also reminded B2B customers about their $1.5 trillion reasons to signup.
Print to Digital
Print ads provided one of the best opportunities to reach our target audience. Transitioning them from print ad to digital signup was a HUGE priority. We leverage QR code technology, URL, and irresistible headlines.
Digital Ads
Ads in trade websites like AdAge got us an impressive number of signups. In just a few months digital engagement grew by triple digits, giving Univision a new way to interact with clients.
Landing Page
Annotated wireframes were handoff to developers. After testing, both website and campaign deployed. I won’t brag about results anymore.