Rachael Guay

web | print | social

The top-selling baby bottle in the UK wanted to define and launch its brand here and move to consumer conversation. In a category of pastel-drenched sameness, I provided a creative approach that included black and white photography, capturing the emotional connection between moms and newborns. The brand launched with online advertising, email, social media, and added-value print. A Facebook fan page and Twitter page contributed to over 50 million launch impressions. Daily visits and sales exceeded all expectations.

With a successful launch, the work increased to creating an entire Facebook ecosystem. And within a year and a half other companies such as Similac and Playtex began to copy Tommee Tippee's unique creative style.

For a the complete Tommee Tippee Facebook Ecosystem please download the pdf.

web | print | collateral
Capital One's Investing For Good launched Book by Book during one week. Book by Book is a program designed to give good books to underprivileged children. A "like" donates a book. Votes get tallied throughout the program. The 3 books with the most votes are guaranteed to be given to each child. This campaign for  Capital One's Investing for Good created over 42K likes within less than 5 weeks time.

web | print
A healthcare company wanted a different spin on how to reach their potential customers while also servicing their current customers. The campaign "What care feels like" allowed them to reach consumers in a way that felt close to them. I developed a dynamic site that allowed users to find out what was going on near them. The site included videos that featured employees, a map that pinpoints events, green markets and open spaces, links to healthy resources, and more information about what care feels like. Print solutions drive to web to support initiatives such as neighborhood care.

tv | ooh | social | web 
Dominant supermarket chains Stop & Shop (in the northeast) and Giant (in the southeast) share common corporate ownership and marketing infrastructure. The brands were reinvented, from logo to physical store design, to communications. I was responsible for producing TV, online advertising, out–of-home, and a breakthrough campaign microsite. The “Works For Me” campaign used real customers, unscripted, and listened and asked for conversation at every opportunity. Ad Age’s "CMO Strategy" covered the campaign, lauding its modern, consumer-controlled conversation.

web
Santander wanted a new and different site; one that would allow people to look at them less like a bank. I integrated their flame within a parallax design to create a compelling site.

tv | collateral | web
Shout is the #1 stain remover with a new product, Shout Color Catcher®. I joined a TV production already in progress and assumed responsibility for shooting, editing, and new, response-oriented visual end treatments. Afterward, the focus turned to the client’s interest in more modern, voluntary consumer engagement. I created a Facebook tab which featured an economical, web video content campaign starring a former USA softball player. It was integrated with Facebook and Twitter and produced 500,000 Facebook fans and growing.

web | social
Helped Dance Robolution come to life within the Youtube channel. Worked with the vendor to adjust designs and create alternate layouts for work to appear as close to the concept as possible.

tv
One of IAC's newest ventures was Gifts.com. We helped solve the holiday shopping dilemma of figuring out and purchasing the perfect gift. The backend I developed helped these spots communicate that with a few clicks the perfect gift can be found.IAC Gifts.com

web
Tuition Tales was a user generated video contest. It allowed users to upload their video content to enter to win a $25,000 scholarship from UPromise.