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One New GNC Launch - Change Begins Here - Event

This two minute, 3-D mapping event provided digital activation across social platforms changing the conversation with consumers. Producing engaging assets to be used across CRM, conversant banners and website to visually reinforce messaging.
 

Digital Creative Direction / Strategic Development: Jo Maggiore

Sr. Designer: Chris Downey, Shane Patnesky Copy: LeeAnne Marhevsky, NewBear Lesniewski 

Production Co. Wizard, Brooklyn, NY with Animal Pittsburgh, PA

One New GNC - Courage To Change - Super Bowl Integrated Campaign

Having reached 82% market awareness of One New GNC’s ‘Change begins Here’ strategy, we quickly tapped into the emotional insight that it takes courage to change and took that straight to the Super Bowl. Armed with a cast of individuals with highly emotional personal stories, we successfully produced this fully integrated campaign in a little more than a month’s time. The spot received 20M online views becoming the 12th most watched Super Bowl commercial on AdBlitz without ever airing (http://adage.com/videos/gncs-moment-of-truth-part-2/1248). 

Digital Creative Direction / Strategic Development: Jo Maggiore
Creative Directors
: Frank Guzzone, Jack Low Director: Brent Harris Executive Producer: Jenny Russo Nova  Skunk Production Co.  Editorial:  Blue Rock Sr. Designer: Chris Downey, Shane Patnesky Copy: LeeAnne Marhevsky, Mia Bencivenga

The campaign’s UGC contest (share your #couragetochange) received more than double the views for similar Wyng programs with 82% of views coming from mobile users. We outperformed 4 of the 5 paid benchmarks on FaceBook by more than 10% resulting in over 100M total impressions. The social pushed continued with a Mother’s Day promo and played easily into in-store’s 2018 strategy. 

Digital Creative Direction / Strategic Development: Jo Maggiore
Sr. Designer: Chris Downey, Shane Patnesky; Digital Designer
: Joe Olivier;  Copy: LeeAnne Marhevsky, Mia Bencivenga

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Dietitian Program

 

As the Creative Director responsible for Wellness, I was challenged with changing our conversation with consumers to reclaim our place in the category. 


Creative Direction / Strategic Development: Jo Maggiore
Designer: Michelle Maturi Copy: Mia Bencivenga 

© 2021 Jo Maggiore / 360 Creative / Integrated Art Director / 917.744.4224
 

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