Multimedia production
From storyboarding to scriptwriting, post-production editing and more, I have garnered experience in the production of a broad spectrum of multimedia assets including podcasts, webcasts, tutorials, data visualizations, surveys and infographics. I have helped produced award-nominated campaigns, facilitated live webcasts and executed comprehensive content strategies that elevate brand awareness and drive engagement.
As an example of this experience, I helped drive the execution of PayPal’s “Never Stand Still” campaign during my time at Edelman. Against the backdrop of decreasing trust in the tech industry, as evidenced by a 19-point drop in the 2018 Edelman Trust Barometer among the U.S. public, PayPal aimed to humanize the company and increase understanding of its mission to democratize financial services. CEO Dan Schulman, guided by the mantra “values can’t just hang on a wall,” sought to build external awareness of his leadership perspectives and PayPal’s focus on innovation, diversity and inclusion. Primarily, the goal was to connect with individuals who share the belief that business can and should be a force for good. Through audience research, we identified that 70% of the target audience uses Facebook and they were 184 times more likely to listen to podcasts than the average user. This insight led to the development of “Never Stand Still,” a video podcast series based on Schulman’s practice of Krav Maga and the related business philosophy that “standing still is asking to get hit.”
I played a pivotal role in this campaign, leading interview script writing, guest vetting, ad copywriting, social copywriting, advising on video teaser edits, crafting recap articles and providing in-studio production support. To drive awareness and differentiate PayPal, we leveraged existing corporate communications channels and evolved our storytelling efforts. Converting the CEO’s Facebook page to a Facebook Watch page allowed us to position him as a convener of conversations with influential changemakers like David Solomon, CEO, Goldman Sachs; John Donahoe, president and CEO, Nike; Madeleine Albright, former U.S. secretary of state; Jim Cramer, host, CNBC’s “Mad Money”; actor Matthew McConaughey and more.
This shift towards prioritizing video content created authentic moments that resonated with our audience and provided a sense of unfettered access to executive leaders. We repurposed the video content into a audio podcast available on Apple Podcasts, shared short clips on PayPal’s social channels and extracted key insights for LinkedIn articles. This strategy increased the return on investment of Schulman’s limited time and broadened our content offerings. We also partnered with guests’ communications teams to amplify these conversations and adopted a targeted paid promotional strategy to further our reach and resonance.
“If you stand still, you’re asking to be hit.”
Throughout the first season of “Never Stand Still,” we achieved significant results, including 13.8 million impressions, 5 million views and 33.5k engagements across 69 posts on Facebook and LinkedIn. The series also garnered 1.8k unique listeners on Apple Podcasts with an average 72% completion rate and 85% of listeners became subscribers. Dial testing research showed that 8 out of 10 viewers found the videos appealing. The campaign drove earned media coverage in outlets like TheStreet and The Wall Street Journal with overwhelmingly positive comments from employees, customers, C-Suite members and notable influencers. Never Stand Still ran for four seasons, until CEO Dan Schulman’s retirement in 2023. The series garnered a Shorty Award nomination and propelled Schulman to LinkedIn’s Top Voices: Influencers list (#20). This campaign exemplifies my ability to create and execute a multimedia strategy that builds trust, engages audiences and drives meaningful results and impact.
