MICHELLE SPENCER

ZipRecruiter teamed up with the dark sci-fi Apple TV series Severance. The hook? Lumon Industries is hiring for various roles. So they turned to ZipRecruiter to help them find the highest-caliber employees for their company.

I came up with social media ideas and copy for this theme, along with an accompanying landing page — all to convey the eerie vibe of Severance.

Thrillist is a leading men's lifestyle brand that highlights new, unknown, or under-appreciated bars, restaurants, gadgets, and gear in various cities.

Since I call Los Angeles (Hollywood, specifically) home, I pitched and wrote a variety of L.A.-focused feature stories — including the coolest jobs in L.A., annoying things about living in Hollywood, where to find the longest happy hours, and more. It was extremely fun and inspiring to meet some of the people who've impacted L.A.'s fickle tastes with their talent and creativity — from bar owners and restauranteurs to artists and DJs.

Since these are fairly long "listicles," I've only included intros and snippets of the article to give my portfolio viewers an idea of what the full piece is about.  

This viral video launched the "Best Yourself" campaign. In it, Nick Cannon relays to the audience how, from the very beginning, he has continuously pushed himself to be better than he was the day before, much like the Honda Civic.  I wrote this script from his point of view–designed to inspire and challenge viewers, while aligning his story with the 2013 Honda Civic.   

Result: More than 1 million video views in less than 3 weeks. Increased Facebook engagement by 532%, 280% on Twitter, and 122% on Instagram.

Digital agency Lucid Fusion (who managed Vanity Planet’s website, email campaigns, and all of their social advertising) helped VP kick off 2017 with an eye-catching, new look for their homepage. As the writer for these pieces, I aligned New Year’s resolutions with various VP beauty products, but spun them in a way that spoke to our target–Millennial females.

The consumer emails were designed to tie a particular product or collection of products to themes/events that are relevant to our Millennial consumers. In these examples, those are music festivals and Super Bowl.  

Lastly, the Facebook carousel ad is an example of one of the many promotional FB ads that I wrote. This particular one highlights Vanity Planet's array of hair tools.

Adrienne Williamson was the talented designer on these projects.

I researched, pitched, and wrote up breaking Stern Show-related news content for Howard Stern’s website. Topics ranged from upcoming album drops from some of Howard’s favorite bands to movie trailers from Stern Show guests to a Wack Pack-relevant cyber-hacking piece.

Agero’s MileUp App was designed to make users aware of their driving behaviors and encourage them to drive safer. As an incentive to use the app, drivers earn a point for every mile driven, as well as additional points for participating in challenges. Once drivers earn an allotted amount of points, they’re automatically entered in a sweeps to win prizes. 

The app rates drivers in three areas — handling, speed, and phone usage. Drivers can choose from one of three fun themes to see how they rate in these areas.

For this project, I wrote the screens that introduce the three themes, the various rating screens for each area in their corresponding theme, the coaching challenges, and the badges earned for completing these challenges.

For Dame magazine, I wrote several satirical pieces that were designed to resonate with smart, savvy females. Most of these focused on the very real struggle known as “dating in LA.” 

I also had my own column as The Not-So-Consummate Hostess. As the NSCH, I’d rather imbibe than waste time worrying about hosting the perfect soiree. (Think Patsy or Edwina from AbFab.) Therefore, I consulted experts at various events/activities to help me fake my way to being the perfect hostess.

Before you dive in, I want you to know that this isn't the "pretty pictures" section of my portfolio. You, my friend, are about to see the motherload of WORDS. Branding decks, full-blown campaigns to rebrand, and white paper names, positioning statements, and taglines to launch new brands. The thing is... when you're establishing a brand's place in the vast space of marketing, WORDS come first. And these WORDS help answer the following crucial questions: 

Who's your target audience? 

What sets your brand apart? How does your brand break through the clutter of the dozens of other brands like it? 

Is your brand/product the first of its kind? Cool! How can we generate buzz for it in a HUGE way?

What's that one statement that says it all about your brand? 

What's your catchy, clever sign-off? 

And lastly, how can we build an emotional connection between your brand and your consumers? (This one's a tough one. That's where fully-integrated campaigns come in.)

So yeah, when I said there were going to be a lot of WORDS on this page, that's what I'm talking about. But I won't apologize for making you read...

Because WORDS are important in helping your brand make a COLOSSAL DENT in the minds and hearts of consumers. 

Here are a few Facebook and Instagram ads I wrote for online interior design agency Laurel & Wolf. The prospecting ads are designed to generate awareness and incite clicks to 'learn more,' while the retargeting ads prompt consumers to 'shop now.'