Procter and Gamble’s first fully digital brand initiative, Reflect.com was a ground breaking opportunity for which I acted as creative manager, conceptual resource, client/agency liaison, writer and collaborator. With Reflect.com, our team developed an innovative digital platform so unique as a consumer focused tool that the model became a patented outline for P&G companies and products. For this campaign I developed a tagline and positioning unprecedented in the health and beauty industry at the time. With this The Beauty of You campaign, the independent beauty of character traits and individualism were brought to the fore.
I was responsible for all concept, creative management and copy for a multi-platform campaign including all online copy, advertising, direct response, product trial and sales materials, concept beta test blind outreach materials and follow up communications. I was the creative lead in development of everything from product packaging through product delivery vehicles.
This campaign earned several industry awards as well as a showcase in Print Annual.
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