This document provides examples of Lynne D Johnson's portfolio work, including strategy and creative ideas for client campaigns. One example outlines a strategy for a pharmaceutical company to raise AIDS awareness among African American males without direct advertising. The strategy involved creating an online community to discuss conspiracy theories and facts about AIDS. Another case study describes a campaign that used a Nick Cannon speed dating event and interactive website to promote Crest whitening products. A third example used a Foursquare checking-in challenge to market Armani Code Sport cologne to affluent young males.

1. Lynne d Johnson : Portfolio

2. WHO IS LYNNE: WHERE I’VE WORKED

3. WHO IS LYNNE: CLIENTS I’VE WORKED WITH
SOME BRANDS
SOME AGENCIES

4. SAMPLE WORK

5. STRATEGY & USER EXPERIENCE EXAMPLE

6. STRATEGY & USER EXPERIENCE EXAMPLE
PROBLEM
A pharmaceutical company wanted to make a specific targeted community aware of the benefits of AIDS medication without actively selling to them. The companyʼs target was African-
American males, and primarily those they had identified as “down-low.” "
"OPPORTUNITY
The community that the company wanted to target spends a lot of time online, particularly in private, closed communities."
"STRATEGY
Insight: African-Americans hold very specific ideas about AIDS origin as well as who specifically transmits AIDS. A lot of these conceptions are conspiracy theories and stereotypically based.
As well, so-called “down-low” men are less likely to get tested for AIDS or interact openly in gay and homosexual communities because of the believed stigma attached to the lifestyle. "
"
Strategy: To position the brand as a supporter of an open and free discussion about AIDS in the black community, focusing on the conspiracy theories and stereotypes."
CREATIVE IDEA
Instead of creating a Facebook or Twitter campaign that would completely alienate the targeted audience, the idea was to create a community that operates much like the online communities
that the audience already frequents. The simple ide was to lead with the conspiracy theories and then to present factual and educational materials."
RESULTS
The agency I provided the strategy for on this campaign presented it to the client and won this particular piece of business. "

7. A CASE STUDY
fig 1: CAMPAIGN SITE!
Everyone Is Attracted To Someone With An Irresistible Smile.
Let s Make Plus Whitening The Symbol Of Irresistibility.!
"
Overview of event and participants with photos and bios and
thoughts on dating and how they make themselves irresistible "
"
Video clip of the evening along with photos of interaction
between Nick and female participants were posted for users
to view"
"
A finale section allowed users to take a poll and vote on who they
think the artist should have chosen"
"
Graphic ads will drive consumers to the Crest Quiz"
"
An interactive poll asked the audience who they thought Nick
Cannon should choose and then shows the site visitors who
Nick actually picked out that evening. "
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CREST PLUS WHITENING SPEED DATE

8. A CASE STUDY
fig 2: CAMPAIGN SITE!
"
Rollover the girls photos and you can hear some of the
conversations they had with Nick Cannon during the speed date. "
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Photos of the event with captions give the users a real look at the
interaction with Nick and the product. "
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CREST PLUS WHITENING SPEED DATE
RESULTS
Over 100,000 people visited the experience and interacted with
it."
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9. A CASE STUDY
ARMANI CODE SPORT FOURSQUARE CHALLENGE
Men Want To Smell Good, Even When They re Playing Hard!
"
To reach the affluent young male consumer we used the insight
that this demographic has the highest rate of checkins and
those checkins are a sign of self-expression and a a form of
braggadacio. "
"
So we created a challenge where we connected Foursquare to
Facebook (Facebook for scale, but Foursquare because
people were checking in more there than on Facebook Places
and it naturally has a gaming strategy behind it.)"
"
It was a game to challenge your friends to be the man of the
night with the most checkins at spots relative to the challenge.
If you were at a sporting event or at a gym, you were more
likely to get more points than attending a restaurant."
"
Chances increase for spreading awareness by enabling people
to share on FB as well as Foursquare and by inviting friends. "
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