ClassPass (2018-2019)
As Marketing Director of International Brand, Creative and Campaign Strategy (travel up to 50%), I was responsible for leading brand marketing, creative and campaign strategy for Classpass for all markets outside the US (EMEA +APAC) in 14+ countries. My personal responsibilities included planning brand and digital strategy, writing creative briefs and campaign conceptualization, including art direction, copywriting and talent casting and selection. Budgets per campaign ranged from $10k-$200k, including talent and production costs.
Beyond brand, my team was also responsible for strategic brand partnerships, integrated campaign creation (driving all outbound assets for all channels offline+online including media mix and channel planning), creative, content marketing, influencer marketing, experiential (events), community and PR.
SOME CLASSPASS CAREER HIGHLIGHTS:
APAC LAUNCH:
Launched APAC with our first 4 cities (Thailand, Hong Kong, Singapore and Kuala Lumpur), scaling Singapore to one of our strongest international markets from scratch. Today, we’ve also added Indonesia, Phillippines, India and Jakarta to the mix, running across 8 countries.
EUROPEAN LAUNCH:
Launched four European cities in April/May (Amsterdam, Munich, Berlin and Paris), managing and driving the artistic and brand vision of these campaigns. This included planning on media with agencies to execute large scale media buys across paid digital and OOH, owned channels, brand channels such as social media and influencer marketing, and culminating all of this work into a launch event in Paris attended by 40 influencers and industry partners such as Nike, Adidas and Puma.
CLASSPASS BRAND, STRATEGY AND MESSAGING FOR GROWTH AND BRAND
I created the entire strategy for messaging on all channels for ClassPass, developing our personas, target audiences, and creative across all 14 countries. A link to some of my strategic work on this can be found here.
FULL STACK FOCUSED, CREATIVE LEADER AND DIGITAL FIRST BRAND CHAMPION WITH 300+ PIECES OF CONTENT PRODUCED AND CONCEPTUALIZED
Responsible for launching over 300+ pieces of global content across all markets, which included having to understand the GTM market strategy for each market. With a localized instagram handle for each market (11 in total), I drive all visual, voice and brand touchpoints for ClassPass International.
To be able to accomplish the above, I am extremely strong at conducting market research, in understanding/unlocking the keys to cultural communication and pop culture in various markets, doing deep dives into what works best visually and tonally in each market, and most importantly, have an ability to communicate our brand value proposition in all of our 14+ international markets.
CLASSPASS CREW: Photoshoot for digital assets, styled and shot for global evergreen assets and across social media #classpasscrew. We engaged several influencers as part of a global campaign arc to get people to # their classpass activities on instagram.
CLASSPASS PARIS: BE THE BALANCE (BUDGET: $60,000)
This campaign was for launch, and starred Louise Damas, a rockclimbing aficionado and female jewelry entrepeneur. We shot this in Paris at her apartment, on the streets, and in our Chez Simone, one of our top studio partners in Paris. The campaign brief was to showcase how people could use ClassPass to balance out their lives, no matter how stressed or busy they are. This was run in various ad formats and cutdown sizes in 9:16, 16:9 and 4:5 across FB, Instagram and Youtube.
CLASSPASS MUNICH: BE THE BALANCE (BUDGET: $40,000)
This video was for launch, featuring Marie Luise, an influencer who is a dermatologist by day, a IRONMAN triathlete by night. Munich natives love outdoor workouts, and we wanted to showcase how ClassPass can bring balance to an existing routine by helping our users discover additional forms of training.
CLASSPASS BERLIN: BE THE BALANCE (BUDGET: $40,000)
Starring Gizem, this video developed for launch tells the story of Gizem, A native of Berlin of Turkish descent who is a popular actress in Berlin. She uses ClassPass on the go, and is an avid yogi who takes advantage of her downtime to get into the right space.
CLASSPASS COMMUNITY: LONDON (BUDGET: $60,000)
In this first brand video for London, our largest international market, this video highlights 3 stories. Each personality showcased here, Jasmine Hemsley, the founder of Hemsley and Hemsley, a well known chef and yoga lover, Beefy, the founder of Track Mafia and “Nike Trainer”, and lastly, Kim May and Rachel of Food and Lycra are all founders and community leaders. Here, we show them carrying out their training routines and take glimpses into their daily lives. This was run in various ad formats and cutdown sizes in 9:16, 16:9 and 4:5 across FB, Instagram and Youtube.
CLASSPASS COMMUNITY: MUNICH (UNRELEASED) (BUDGET: $35,000)
In this in progress brand video, we see 3 influencers, Lenz von Jonhston, Linda Mutschlechner, and Caro Marieke working out in the city of Munich. We really wanted to showcase the very active community of Munich, so we decided to really show them working out both indoors and outdoors. I wrote and conceputalized the creative concept, and worked with the directors to nail down specific filming techniques and very specific Munich locations, particularly the iconic surfers surfing on the Eisbach and Englischer Garten. The local team however, in Munich decided to hold off on publication, so this is still in editing stage, but in the shot with Caro on the phone, the effect of her “ jumping out of the frame in the CP app into real life is what will be seen on the green mobile screens.
CLASSPASS: Find Yourself__ on ClassPass: (Hong Kong) (GLOBAL CAMPAIGN BUDGET: $20,000)
One of a series of 12 videos, This series shares the story of Angie Ng, a model who used to be anorexic but discovered boxing and strength training to help her connect back to her body again. A studio instructor herself, she now teaches cycling and boxing at Lights Out in Hong Kong.This was run in various ad formats and cutdown sizes in 9:16, 16:9 and 4:5 across FB, Instagram and Youtube.
CLASSPASS: Find Yourself__ on ClassPass (Singapore)
One of a series of 12 videos, This series shares the story of John Cheah, a budding Singaporean Olympian who is currently going for the World Championships this year in 2019, and working on his qualifying rounds for the Olympics. As a former dancer and musician, John’s fluid movements showcase how creativity and strength can work together beautifully. This was run in various ad formats and cutdown sizes in 9:16, 16:9 and 4:5 across FB, Instagram and Youtube.
CLASSPASS: Find Yourself__ on ClassPass (Bangkok)
One of a series of 12 videos, This series shares the story of Ase Wang, a known Thai celebrity who is passionate about female causes. In Thailand, she currently owns a strength training and boxing gym. This was run in various ad formats and cutdown sizes in 9:16, 16:9 and 4:5 across FB, Instagram and Youtube.
WE ARE CLASSPASS: SINGAPORE (BUDGET: $10,000)
A trio of brand videos showcasing 3 different influencers in Singapore using ClassPass, in line with our global “community” theme for Q3-Q4. I conceptualized, art directed and casted the talent for each video, and worked with production teams on editing. This was run in various ad formats and cutdown sizes in 9:16, 16:9 and 4:5 across FB, Instagram and Youtube.
ClassPass Cheater 2
“CHEATERS” CLASSPASS AUSTRALIA (BUDGET: $15,000)
For Australia, we wanted to produce a tongue in cheek video that’d showcase a protagonist “cheating” on their regular workout routine. We tried various videos, and ended up with a variety of 4 showing a trainer (a spoof of F45) getting cheated on during various workouts, and a bonus feature with a girl “cheating” with a pilates machine. I conceptualized, art-directed and co-styled the shoot and video with the agency we selected in Sydney.