Disrupting advertising and building brands
Crowdtap, Chief Creative Officer
2014 - 2017
What is Crowdtap?
Crowdtap is a SaaS social martech platform with B2B and B2C components – which enables marketers to connect with consumers with a suite of tools and content. This allows brands to have more authentic relationships with people and influencers while gathering valuable data and keeping pace with an ever-changing marketplace. Clients included some of the largest CPG and retail brands in the world; Folgers, Neutrogena, Tide, and Walmart.
What was my role?
As an executive of a small company, I was involved with most day-to-day operations. I managed and stewarded the product experience across all channels and brand touch points. This included managing the work of the product, UX, design, content/editorial, marketing and brand teams.
Crowdtap B2B clients could easily upload content, track user engagement, performance of campaigns - by product and user.
Clients can view all of the UGC, measure impact and get valuable data on the demographics, buying preferences, etc.
Crowtap's SaaS platform gave clients ability to evaluate performance by segment and cohort ensuring campaign efficacy.
Measure and compare between various campaigns.
What is the value proposition for consumers?
Crowdtap is positioned as a social network where people connect with the brands they love.
Members can sign up and participate in weekly "Missions" and "Contests" on behalf of brands. They contribute opinions, content, share photos and videos, and create product reviews. All of this data enables real-time insights and consumer persona development. This helps brands in all phases of their business from innovation design, packaging, positioning, pricing, shopper preferences, etc. In return, members earn rewards, gain status to unlock exclusive Missions and more prizing opportunities.
What did I accomplish?
• Revenue +40%
• Member retention +20%
• Built product and user experience teams, hired new talent.
• Transitioned to an agile development process.
• Established a content team to manage client work.
• Redesigned the main client/member products.
• Launched new reward and incentive programs.
• Released mobile apps.
• Rebranded and repositioned the company.
Awards:
- Shorty, Best Social Media Tool
- MediaPost Digital OOH, Best location-based execution social/mobile
Case Study: Absolut
CHALLENGE
How does a spirits brand make itself more accessible in a space where flashy ads and aspirational messaging is the standard?
ABSOLUT was throwing an epic party in Brooklyn NY and a dance club. Since the brand is all about accessibility, they wanted to bring the unique nightlife experience to more people beyond just Brooklyn. Partnering with Forever Beta and Crowdtap, ABSOLUT used technology to bring the party to thousands of people around the country.
SOLUTION
As part of the 'ABSOLUT Reality' experience, ABSOLUT shot the world's first 360-degree trailer, and sent 6,000 free Google Cardboard VR headsets to music and technology-lovers nationwide. Crowdtap built and assembled a custom branded community giving ABSOLUT access to participants before, during and after the event.
RESULTS
- Livestream parties: 600
- Crowd fans: 6000
- Session lenth: 17 mins
- Awards: MediaPost Digital OOH - Best location-based execution social/mobile
With a direct line to this community through Crowdtap, ABSOLUT was able to spark buzz ahead of the event, capture photos and videos from people as well as from commissioned content-creators who shared their experiences. Insights gleaned from the community provided actionable feedback that was used to inform future nightlife events. The immersive experience got fans talking and held their attention.
OTHER FEATURED WORK
AQR CAPITAL
Google Cardboard VR Headset for event.
