(Client: Premier Exhibitions Inc. ; 2010)
Generated Awareness & Demand Through Digital Story-telling
To commemorate the 25th anniversary of the discovery of the RMS Titanic, a world-class team of underwater explorers returned to the wreck site two and a half miles under the ocean to document it in its entirety for the first time with HD images, video and sonar.
We were hired to identify Titanic enthusiasts across the globe, build the social footprint, identify and grow an audience for the 25-day expedition and bring the world with us on a journey of a lifetime told through social media (in partnership with WHOI, NBC and The Weather Channel).
Crafted 25-day social narrative using facts, trivia, passenger stories and expedition content – sharing 1st HD images & video of Titanic
- Set-up social channels, guided web dev, developed content and drove creative direction of digital assets
Set-up global social listening & sentiment analysis command center to inform message creation
Built an engaged audience by leveraging influencers, enthusiasts, traditional media channels, diversified Facebook Ads targeting Titanic interest groups/pages and YouTube video ads
Set-up and used Owned & Partner social channels for content distribution, including acquiring youtube.com/titanic for the campaign
Leveraged analytics to summarize campaign engagement, quantify ROI, monetize audience (via sponsorship), optimize campaign creative/spend/targeting
(Client: PerkinElmer. ; 2012 – 2013)
Social Non-believer to Social Champion
In 2012, large B2B companies who have been in business for years were still skeptical on whether or not their business needed social media to succeed.
PerkinElmer hired Jeremy Muratore to lead global social strategy as an on-site consultant in the corporate marketing department. Over two years, we were able to evolve from a fragmented, corporate communication program into a robust, connected social business initiative involving product marketing, field marketing, internal & external comms, marketing/sales ops, enterprise sales, customer support, and IT.
Grew social audience from 3,000 to 30,000 (organic and promoted efforts)
- Set-up social channels, configured and integrated social tech stack, developed social operations process, guided creative development, managed paid campaigns, established the measurement framework
Crafted and rolled-out integrated global social strategy
Trained internal teams on social operations, campaign tagging, content development and industry best practices
Guided development of thought leadership, customer stories, case studies, and campaigns with internal creative team and external agency support
Developed the OG website integration strategy for optimizing on-page content for social sharing
Launched the #MakingADifference global campaign that recognized the amazing work being done in the scientific community that routinely goes unnoticed and set-up the creative narrative for PerkinElmer to share how their talented team was #MakingADifference
- Content strategy leveraged customer stories told through visual story-telling, aggregated and displayed on the corporate website.
- The talented team at Heartwood Media created this video to help showcase the PerkinElmer difference.