PUBLIC RELATIONS AND COMMUNICATIONS
New Year, New You campaign
Challenge: Lumosity wanted to test new messages that would help them expand from brain games into a new category within the wellness industry, and gain new subscribers.
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Solution: I created several different stories that were tied together with an the overarching campaign message, "New Year, New You," that allowed us to test several different lifestyle messages while capitalizing on the wellness cultural moment around the new year.
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Results: Over 100 million impressions from placements in CNET, Forbes, NBC Better, Brit + Co., and more. We saw higher than average subscription rates and referral traffic back to the Lumosity doubled. We received a signal quickly on successful stories which helped us plan our editorial calendar for the next year.
America's Brainiest Colleges Ranking
Challenge: Drum up attention in a way that would build momentum each year. Get more people to complete our Fit Test.
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Solution: We drafted off of March Madness and continued to fan the friendly collegial rivalry by ranking colleges based on their performance on Lumosity games. I worked closely with the data science team to vet different potential data stories and then coordinated the story development, media outreach, and social media strategy to reach out to the universities that made the list.
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Results: The ranking made the rounds online and on prime time news including ABC, CBS, and NBC. Completion rates of our Fit Test increased. Employees also had fun comparing their own alma matters! Compare your college here.