Interactive Solutions Architect Paula Anderanin oversaw creative development from pitch to launch of “The Right Tool for The Right Job” social media campaign for Sunstar’s GUM® Brand Soft-Picks®. The campaign included a microsite, a branded flash game, Facebook applications, a YouTube channel, and a webisode series. Anderanin’s multi-channel experience, tech savvy and attention to detail were key to the campaign’s success.
Anderanin understands that cutting edge features, focused on the brand, are necessary to reach viral status.
The Show Your Smile Augmented Reality Facebook app, featured in the Sunstar campaign, incorporated intelligent facial recognition software. The user’s face is located via their web cam and their smile is replaced with a humorous “sendable” smile that they may save, send or print. “We really wanted to get the consumers attention in various channels and drive brand awareness by using humor to link all campaign components, said Anderanin.
Anderanin designs with engagement in mind. “Multi-channel experience is key in developing campaigns like these. Understanding when to use the cinematic qualities of motion to help sell an asset, or a single musical note as a punctuation mark to a key point, or clean minimalist design to allow a player to experience a mood are all a part of the experience and insight we have to provide.”
With eight years of professional experience with numerous Fortune 500 brands and such prolific clients as The Biggest Loser’s Bob Harper, Anderanin understands the importance of brand authenticity. Knowing that Sunstar’s Soft-Picks® users were already brand evangelists, she presented a highly interactive social media campaign, with a focus on engagement, combining an educational message with humor.
