Massive shifts can start from small places. Summer Unplugged was a new concept we created to encourage customers to engage in offline activities through Indigo offerings — reading, gathering together, and enjoying the great outdoors. Tapping into key insights and executing quickly saw it rise in prominence internally, and register with the audience. Especially effective was our anticipation of how best to use what was then the new six second YouTube pre-roll ad format, with 1M views in the first 24 hours. In additions to writing across our output, I provided creative direction for the video and social portions of the campaign.
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