JASMINE ELLSWORTH
STRATEGY CREATOR
CREATIVE DIRECTOR
RESULTS GENERATOR
FANDANGO, FANDANGO NOW
and MOVIE CLIPS
Jumpwire Media
BRAND GOALS:
Grow and maintain a pop-culture and movie focused audience, build trust in the brand and create conversions through online ticket sales, digital downloads, and partnership offers.
RESPONSIBILITIES:
Client relationship, content creation and deployment of over 10 tweets per day, responded to multiple daily requests from many different departments of Fandango and had to constantly keep razor sharp engagement with fans (and celebrities) while maintaining quality gif and internet friendly video
conversions for social use.
HIGHLIGHTS:
This client was a pleasure to work with and is one of my personal references. I had complete carte blanche control over content, our client had full trust in us and never required pre-approval of any tweets or responses. This allowed us to rocket through results and stay completely fresh while also using the three brands to troll and interact with each other's unique voices.
WAR STORIES:
Helped our client manage a few sticky spots where 3rd party vendors became unprofessional and engaged Fandango in tweet wars disparaging the ticket operations. This was an extremely active account.
TRIBECA SHORTLIST
Jumpwire Media
BRAND GOALS:
Create awareness around Tribeca Shortlist unique subscription service, inform the audience of "arriving" and "departing" movie titles while growing and maintaining an engaged community.
RESPONSIBILITIES:
Client relationship, content creation and deployment of 30+ Facebook posts per week, 10+ Instagram and multi-scene Instagram stories, and 15+ tweets per week. Worked with the internal social media and paid media teams to create content, deploy content and manage the community.
WAR STORIES:
This account's engagement had just started ramping up and post content was very client-approval heavy when the Weinstein scandal broke and the #MeToo movement began. This required us to quickly and deeply research each movie and actor for all previously approved, pending and active posts on every platform, to remove unfavorable movie and actor mentions and manage broad hostility focused at the overall Hollywood industry on all posts and ad campaigns.
MIDSOMER MURDERS, ALL3MEDIA
Jumpwire Media
BRAND GOALS:
Grow and maintain a deeply devoted TV fan base focused the 20-year British TV series Midsomer Murders.
RESPONSIBILITIES:
Client relationship, managed and created all Ad Campaigns to promote the community and raise awareness. Oversaw the content creation and deployment of 30+ Facebook posts per week, created online promotional contests, created a yearly strategy to take advantage of the cast when filming to create content for social media in advance. Promoted partner shows and Facebook live events as well as the promotion of special edition DVD and digital release content.
WAR STORIES:
The client and the community are a delight to work with! Even though this was a very active account (More than +600k fans) the community was engaged, warm and welcoming.
TOONSCAPE TV and KIKIRIKI TV
Jumpwire Media
BRAND GOALS:
Each brand had a unique voice but both brands had the same goal which was to create awareness around the launch of their Amazon Channel to create paid revenue for the parent company 9 Story Media.
RESPONSIBILITIES:
Client relationship, developed the brand voice and content strategy for both brands, oversaw the content creation and deployment of 60+ Facebook posts per week for both brands. Managed and created all Ad Campaigns to quickly bring the community above 25K quality followers in less than 30-60 days.
HIGHLIGHTS:
My digital strategy paid off by holding back our most famous IP (Garfield) until we were only a week away from the Amazon launch. By only promoting one show per week, we were able to grow awareness and a cult following around each show and then lead people to buy the channel subscription service. We were also careful with our paid like campaign to balance the cost per acquisition in favor of the type of follower we wanted long term. For instance, we were bringing in new fans for less than seven cents per acquisition but only on Garfield focused ads and we were careful to pull back on those and allowed Numb Chuck ads at 17c or 23c to continue running because we needed a diverse audience to sustain subscriptions.
BRAND STRATEGIES FOR SOCIAL MEDIA: FEMALE FOCUSED BRANDS
THE VIOLET VIXEN
Macrocosm Studio
BRAND GOALS:
Create a body-positive community around cosplay, burlesque, steampunk and pin-up countercultures focused around mid-tier high-quality but reasonably priced corsets, shoes, and sassiness.
RESPONSIBILITIES:
Creation of the eCommerce website, brand, graphics, advertising campaigns, email campaigns, promotions, all social content creation and community management.
HIGHLIGHTS:
Our community had 4x more engagement than major lingerie brands like Victoria's Secret and Agent Provocateur. Our fiercely engaged community was incredibly positive and loyal even reporting "copycat" retailers to us. Our growth was exponential and we were reaching over 22M people per week built on a community of only, 400K (at the time) and no boosting or advertising (Facebook had not introduced those options yet).
SUPER FOX BREAKUP RECOVERY
Macrocosm Studio
BRAND GOALS:
Create a safe, sometimes sassy, sometimes sad, extremely real community to encourage women to have classy breakups. The brand never says "It's going to be ok," the brand celebrates the anger, sadness, hopelessness of breakups while encouraging self-discovery, personal challenges, and rapid emotional growth.
RESPONSIBILITIES:
Full creation of the brand, all graphics, community management etc. This is still an ongoing personal project.
SLUTTY SLUTTY BANG BANG
Macrocosm Studio
BRAND GOALS:
Slutty Slutty Bang Bang was created as a sister brand for The Violet Vixen. The price point for corsets was over $100 per item which left us out of the $20-$40 impulse purchase sweet spot. Instead of offering lower quality products (which would hurt The Violet Vixen brand) we started a second company based on drop-ship which focused on cheap lingerie. The tone of the site was incredibly feminist (sometimes borderline hostile to stir up controversy and massive engagement) and worked as a reverse troll site.
RESPONSIBILITIES:
Complete development of the brand, community, graphics, eCommerce site (Shopify) and master trolling.
BE MAKEFUL, OMNIMEDIA
Jumpwire Media
BRAND GOALS:
Create a responsibility focused in Canada (pivoting away from The United States) in the maker and creator space.
RESPONSIBILITIES:
Client relationship, oversaw the content creation and deployment of 30+ Facebook posts, 10+ Instagram and multi-scene Instagram stories, 70 pins for Pinterest and 15+ tweets per week. Worked with the internal social media and paid media teams to create content, deploy content and manage the community.
WAR STORIES:
This account started as a USA initiative but pivoted and was moved away from the California team and into Toronto Canada. This became complicated because the USA team had contracted 90% of their maker content to be co-developed by Canadian media companies with the stipulation that the content could only be shared in the USA. This became exceedingly complicated to track once we pivoted to an all Canadian focus requiring hours of cross-checking and detailed geo-targeting for posts.
BRAND STRATEGIES FOR SOCIAL MEDIA: EVENT BASED BRANDS
WINTER FEST OC
Macrocosm Studio
BRAND GOALS:
Showcase this new yearly event to a hyper-local community to drive ticket sales and attendance for the 18-day event. (I have run the brand strategy for this event since it's inception 3 years ago.)
RESPONSIBILITIES:
All online ticket sales, Google Display Network and Adwords, Google Analytics, soup to nuts branding, digital strategy, eCommerce conversion funnel, website, ticketing platform, social media, yelp, UTM tracking, community management and customer service.
WAR STORIES:
One of my favorite clients! We do and try every new piece of advertising technology we can get our hands on. This client is happy to take risks, change tactics and trusts us implicitly.
**This year we worked with 40% of the marketing budget of the prior year but still increased sales by over 30%.
ORANGE COUNTY SOCCER CLUB, USL
Macrocosm Studio
BRAND GOALS:
Create awareness around this new professional USL level soccer team and sell tickets to their home games.
RESPONSIBILITIES:
Client relationship, all online sales, paid social, social media, digital advertising, promotions and player social media.
*This year we will be adding Google Adwords and Google Display network.
VENARDOS CIRCUS
Macrocosm Studio
BRAND GOALS:
Create and execute a paid social and organic social media campaign that dovetails with Google AdWords and GTM to promote a new venue for Venardos Circus.
RESPONSIBILITIES:
Client relationship, all online sales, paid social, social media creation, social media posting, community management, digital advertising, promotions and tech integration for tracking and
*This year we will be adding Google Adwords and Google Display network.
BRAND STRATEGIES FOR SOCIAL MEDIA: NON PROFITS
THE GLOBAL FUND TO FIGHT AIDS, TUBERCULOSIS AND MALARIA by THE BILL GATES FOUNDATION
Jumpwire Media
BRAND GOALS:
Focus on showing results, hope and change specifically with the eyes of investors and large corporate donations in mind as a primary audience. Massive world stage which required a very neutral and politic free voice that was informed and multinational.
RESPONSIBILITIES:
Client relationship, paid social campaigns, community management and overseeing over 120 pieces of content generation and posting per week.
TEAM REFUGEE, UNHCR
Jumpwire Media
BRAND GOALS:
Expand the brand to the "red-state" parts of the United States to foster wider acceptance and awareness around refugees and the positive impact they have.
RESPONSIBILITIES:
Client relationship, paid social campaigns, community management and overseeing over 120 pieces of content generation and posting per week. This was a challenging brand because the majority of the managers on the client side wanted to focus on liberal ideology and morals so they struggled with content that was more palatable to the audience they wanted to grow into. The client did let us try new things with great success but it was definitely a journey requiring the discussion of sensitive topics and belief systems.
SBCC THRIVE
Jumpwire Media
BRAND GOALS:
Support their community outreach program raising awareness to the services they offer and selling tickets to their annual Benefit Gala in Beverly Hills.
RESPONSIBILITIES:
Client relationship, paid social campaigns, community management and overseeing over 30 pieces of content generation and posting per week.
1-800-DENTIST
Jumpwire Media
BRAND GOALS: Engagement that leads to referrals.
RESPONSIBILITIES: Client relationship, Ad campaign for awareness, the creation of 150 pieces of social content per week. graphics, and community management.
LYD BOTTLE
Jumpwire Media
BRAND GOALS: Increase awareness around the launch of a new product on IndieGoGo.
RESPONSIBILITIES: Client relationship, Ad campaign for awareness, the creation of 150 pieces of social content per week. graphics, and community management.
FOCUS @ WILL
Jumpwire Media
BRAND GOALS:
Create product awareness that ultimately drives subscribers to the music service.
RESPONSIBILITIES:
Client relationship, paid social campaigns, community management and overseeing over 90 pieces of content generation and posting per week.
DARIUS FILMS
Jumpwire Media
BRAND GOALS: Increase awareness and attract investors.
RESPONSIBILITIES: Client relationship, Ad campaign for awareness, the creation of 150 pieces of social content per week. graphics, and community management.
PAST IN A GLASS
Macrocosm Studio
BRAND GOALS: Become a prominent blog on prohibition cocktails
RESPONSIBILITIES: Client relationship, social consultation, photography styling, and partnerships.