Case Study: Accelerating Growth for Verizon’s Visible Brand
Challenge:
Verizon needed to rapidly grow its all-digital value brand, Visible, which struggled with low awareness compared to competitors. The goal was to develop a cohesive and adaptable brand platform that could be implemented across various channels and support quick creative turnarounds.
Verizon needed to rapidly grow its all-digital value brand, Visible, which struggled with low awareness compared to competitors. The goal was to develop a cohesive and adaptable brand platform that could be implemented across various channels and support quick creative turnarounds.
What Was at Stake:
The new brand platform was crucial for integrating our substantial media investments, which included national TV, paid social, online video, affiliate ads, direct mail, and owned media. Seamless integration was essential for maximizing impact and avoiding stagnation in growth, awareness, and revenue.
The new brand platform was crucial for integrating our substantial media investments, which included national TV, paid social, online video, affiliate ads, direct mail, and owned media. Seamless integration was essential for maximizing impact and avoiding stagnation in growth, awareness, and revenue.
Results:
Within just 12 months, the new brand platform achieved:
• 58% increase in gross ads
• 5% boost in aided brand awareness
Within just 12 months, the new brand platform achieved:
• 58% increase in gross ads
• 5% boost in aided brand awareness
My Contribution:
As the in-house Creative Director and Brand Manager, I utilized over 20 years of experience in 3D animation and art direction to drive the project. My responsibilities included:
• Collaborating with agencies and animation studios to produce high-quality creative content
• Overseeing the entire marketing strategy, from script writing and legal reviews to animation and final delivery
• Coordinating with the integrated marketing team for timely asset delivery across all channels
• Working with the UX team to create over 100 custom assets for visible.com, ensuring alignment with the new brand platform
As the in-house Creative Director and Brand Manager, I utilized over 20 years of experience in 3D animation and art direction to drive the project. My responsibilities included:
• Collaborating with agencies and animation studios to produce high-quality creative content
• Overseeing the entire marketing strategy, from script writing and legal reviews to animation and final delivery
• Coordinating with the integrated marketing team for timely asset delivery across all channels
• Working with the UX team to create over 100 custom assets for visible.com, ensuring alignment with the new brand platform
