Lee Decker

This campaign started from a simple love I have with the comma. What if your wall wrote you a love letter about your relationship with each other, detailing why it’s important to “love your wall,” and then signed off the letter “Love, your wall”? It felt very Hamilton-esque (bonus points if you get the reference) and fit perfectly with our new augmented reality feature, ArtView™, which let people hold their phone up to their blank wall and see what a piece of art would look like in their space before purchase. So I wrote the letter and presented the concept to our CMO and CEO. From there, I worked with our in-house videographer, designers, and legal department to create a campaign that told the story and let our community participate for a chance to win their own new gallery wall. #LoveYourWall was born.

The Santa Rosa fires of October 2017 were right in our backyard at Art.com and they personally affected employees at our company, me included. So as the holiday season came upon us, we wanted to give back to our neighbors in the best way we knew how: through art.

So we partnered with San Francisco photographer Mario Elias and his Kinda Super Project to take free holiday family portraits, printed and framed on spot, for anyone who was affected by the fires.

And while the goal was simple, giving back to our community, executing it and getting the word out were our big tasks. We accomplished this through a combination of traditional Facebook sponsored posts, placement and interviews (I acted as spokesperson) in local news segments, and a different approach of participating in Facebook chat rooms dedicated to the community helping one another.

In the end, we spent three days at hotels in Sonoma and Santa Rosa, where we set up a studio and started taking photos. In total, we met 50 families, and listened in awe to their stories of survival.  A lot of hugs were exchanged, and everyone went home with an 8×10 family portrait that we printed and framed on the spot.

It was a truly memorable project and one that gives me particular pride. When a social media project strengthens your online community while giving back to your real-life community, you’ve accomplished something great.

The challenged we faced here was this: how to we take a product that, in actual usage, never moves from the nightstand, and show it in a new and inventive way that's engaging and conveys the idea of "sleep" through the marriage of photo and copy. 

With Sense's beautiful aesthetic, it naturally lends itself to "hiding" within everyday objects and makes for a fun, witty, and quickly-understood visual story around sleep. All of these concepts, all of these benefits “all make Sense.”

TripAdvisor isn't just a travel site. It's about providing people with a platform and a voice when it comes to their own thoughts and opinions on the places they've gone and in which they've stayed as as well as the things they've done and seen.

A lot of travel brands find it easy to post inspirational travel quotes (they're all over Pinterest). But we had a unique opportunity to flip that concept on its head and turn it over to the community. #WhyWeTravel lets people share their own travel inspiration on social media, and in turn become the authors of their own inspirational quotes. And through the campaign, the world sees that travel isn't just a thing you do, but a way to live, learn, and find joy and meaning. 

The campaign earned TripAdvisor the title of Best Branded Facebook Page in the 2014 Skifties. Three years later, this campaign is still a tentpole for TripAdvisor on Social Media and I'm so proud to see it continue. 

The idea of getting better sleep is great, right? But how do we go beyond that and tap into what what really drives people to make improvements in their lives. 

It's widely known that diet and exercise play an important role in our well-being, both physically and mentally, but sleep is just as important. And that was my inspiration for this campaign. It's not just about wanting to sleep better. It's about wanting to to achieve all of our other life goals, both big and small. Whether a runner wants to improve their mile time, or a professional wants to further their career, or a parent wants to juggle a busy life while staying sharp as a tack, improving our sleep can help us get there.

The beauty of this campaign is its ability to live in multiple iterations. It began as a series of illustrations with facts related sleep, transitioned into a more inspirational set of three videos, and most recently became our first influencer campaign so that the message can grow beyond our own channels and begin a conversation by curated creators on Instagram.

#StopDST was conceived to make a splash over the course of a couple of weeks when most of the U.S. moves its clocks forward by an hour in the Spring.

Why? Even small changes to our sleep can have an impact on our health and mental awareness. By taking something that might be a common complaint ("we're going to lose an hour this weekend!") and turning it into something actionable on social media, we were able to drive a conversation around sleep and an outdated practice that does more harm than good.

The campaign functioned in three parts: 1) social media posts by Hello that included paid targeting to reach a broader audience, 2) a microsite that provided history, facts, reasoning, and - most importantly - an easy way for people to tweet their elected officials to let them know how they feel about it, and 3) media outreach and television.

While the big push was brief to coincide with the time change, the site is still live and people still use it regularly to tweet their representatives.