Client: Evernote
Description: New Year’s is a peak time of interest for Evernote. Rather than create a straightforward campaign around a new functionality or product, the ECD wanted to try something different. What you see here is the “Ever Better Challenge,” a 30-day program to finish what you start.
Part of the genesis of this idea was based on templates, a product rollout from Q3 2018 that I was heavily involved with, creating 17 new templates that significantly increased the creation of new notes YOY. This campaign was built around new templates I created to correspond with the weekly themes of the challenge, which traced the arc of habit change. I then took on the challenge, writing autobiographical blogs ahead of publishing deadlines that exposed my experience to readers in a way that would encourage them to join the challenge—and see it through.
This campaign had many touchpoints beyond the templates and blogs, both of which were highlighted at the relevant time on the EBC landing page. There was also a coordinated social campaign (LinkedIn/FB/Twitter/IG), a global newsletter, emails, forum announcements, and a few great videos. Most of that work is here. While this was all created with (an extremely talented) team, I was the principal content strategist for the campaign and contributed heavily across all deliverables.
Project Link(s):
Landing Page
https://go.evernote.com/everbetterchallenge
Blog Posts
The Ever Better Challenge, Part 1: Build a Plan, Change a Habit
The Ever Better Challenge, Part 2: Maintain the Change, Get Closer to Your Goal
The Ever Better Challenge, Part 3: Overcome Setbacks, Finish What You Started
The Ever Better Challenge, Part 4: Consider the Past, Continue What Works
The Ever Better Challenge, Part 5: In the End, It’s the Effort That Matters
Social Media:
https://twitter.com/evernote/status/1078319882574446592
https://www.linkedin.com/feed/update/urn:li:activity:6484093319927468032/
https://www.facebook.com/30670583128/posts/10156119564243129
https://discussion.evernote.com/topic/118235-the-ever-better-challenge/
Videos
https://www.youtube.com/watch?v=uTYPyq9EK3g
https://www.youtube.com/watch?v=cUkOwIFvzd0