the background: In 2015 and 2016, Holiday Inn continued it's emphasis on brand building and driving awareness via social and digital media. They turned to Weber Shandwick to develop and define a social media purpose, strategy and style to shift perception of the well known, but misunderstood brand. We introduced the new look, feel, and voice, which was cascaded and adopted globally.
the ask: With key learnings and initial results, as well as an updated global visual style, continue to evolve the existing social and digital playbook.
the idea: Simplify and streamline a strategic framework into an actionable tool for all social and digital content production across teams.
my role: Oversee playbook development, present and cascade the work across inter-agency teams, lead the revised social and digital strategy, evolve the brand tone of voice. BTW, brand attributes are up significantly across the board for awareness, consideration, message association, purchase intent and favorability.