Will Chamberlain - Portfolio

Additive Experiences
Meaningful Listening
Data and Innovation
Customer as Brand
WILL
CHAM
BER
LAIN

CONTENTS
1. Customer Journey Mapping
to lower CPA by 10x
2. Make a Better Commercial Than We Did
to win back the haters
3. Tapping Social Insights
to evolve product
4. Scaling Customer Care
for major data breaches
5. Credit Curious Podcast
for an authentic connection
6. #OwnYourStory
to let the customer be the brand
7. Going Guerilla
to make a big impact by thinking small
8. #Helping/#Hurting
to educate and gain insights
9. Humanizing a Brand
to change skeptics to superfans
10. Building Social From the Inside Out
to promote culture
11. Feed The Children
to build meaningful relationships
12. Partnering with Tastemade
to break through a saturated vertical
13. #LoseTheCig
to turn a revolt into a brand evolution

Consumer Journey Mapping
By conducting a landscape audit and consumer analysis to identify our consumers’ pain points, interests, and level of need,
I built a social funnel that is made to educate, engage, and show our technological capabilities in the upper funnel, while
developing a more educated, aware, and trusting audience to serve targeted and personalized ads to in the lower funnel.
Using interest based applications and pop-cultural trends, my strategy breaks out journeys for each persona throughout the
key need states, and produces a highly optimized paid-owned-earned strategy, identifies the absolute value of content and
engagement, determines accurate social ROI, and makes the world of credit and data fun to engage with and learn about.
• CPA down by 35x
• Justified budget for:
• 100 new videos
• 245 images and 25 GIFs
• 25 audio assets
• 5 contests
• Share of Organic Search increase
of 50x
• Positive sentiment from 10% to
90%
• Share ratio up 12%
• 50x investment in social
45
1
(Abridged)
EducationPeople Innovation
$ $
$
$
?
Results:

When I first started working at freecreditscore.com, I was tasked with building a digital and social, interactive brand. I wanted to demonstrate
with a "splash" that we were listening, responding, and hitting social and digital full force. The Make a Better Commercial Contest called out
tweets where people hated on our new spot, and challenged them to do better.
The app we built for this allowed the user to choose from 5 different openings, 20 different endings, and for them to "green screen"
themselves in with our actors. We also gave them the chance to write their own, and we had web celebs Rhett and Link act out the winners.
For fun, you could enter in every way thinkable, including fax. In fact, if you were the winning faxer, you won a Brett Michaels autographed fax
as a tribute to our TV spots running at the time.
§ 25% lift in sentiment
§ 7.2 Share ratio
Make a Better Commercial Than We Did
Results: § Ad of the Day on AdWeek
§ 700k added value in earned media
Watch some of the great UGC here.

Tapping Social to Evolve Product
Freecreditscore reached out to me at a time when it was being heavily challenged by disruptive startups who seemed to offer what we
did… for no hidden fees. I was asked to do what they did on social. After a quick audit, it was clear that we needed to change a lot more
than our social media to stay competitive – we needed to learn: from our competetors, from our customers, and most importantly, we
needed to learn about ourselves. The threat was coming from startups who had literally built thier business models on our percieved
weaknesses.
Results:
Using social learnings and consumer insights, we spent the next year evolving the brand. We moved away from our
subscription model. We built out a new, consumer-driven brand on social. We built a team on social that integrated
fully with advertising, customer care, legal, digital marketing, media, and PR. These efforts resulted in the highest
amount of sign-ups per quarter ever, and a social media sentiment increase of 80%.
Will Chamberlain, Social Media - 310 926 1516

Scaling Customer Care
A major concern with social at Experian was dealing with the vast number of customer questions, dissatisfactions, and
fears. The volume of which scaled 250x during a data breach. Communication was further complicated by regulatory,
compliance, and partnership rules that we had to strictly adhere to with customer correspondence and public
communications.
By defining roles and training a new team to follow a system of triage, we built a social media
system that not only dealt with this head-on, but scaled so successfully during data breaches, that
when our call center shut down due to call volume, social took over and handled everything without
a hitch.
Results:

Credit Curious Podcast
Credit Curious is an example of thinking small to do something big.
What ended up as iHeart’s top business podcast, started out as a mic in my office,
with me asking questions I found on Twitter to my fellow credit nerds.
I got to ask credit experts questions I saw our consumers asking, and we ended up
having a diverse group of influencers on as guests.
§ 200k organic listens in month 1
§ Addressed questions being asked on social media
§ 50,000 listening hours in 1 1/2 years
§ Developed big social earned media events like "Win a
Talk-On Role" contest, influencer audience strategies
§ Earned (unpaid) mentions from Ryan Seacrest, Mario
Lopez, and hundreds of other DJs across the country
§ Guests from FICO KBB.com, and even the Angels with
guest hosts like Roger Lodge.
§ Integrated with Periscope (700+ views per broadcast)
Results:
Will Chamberlain, Social Media - 310 926 1516 Listen here.

#ownyourstory
After conducting a brand study, one of the challenges that became very clear was that we were seen as cold and
unapproachable. Consumers did not see us as people that could help you achieve your dream car, house, or diamond
ring, but rather a bureau that gets in your way. We set out to change that with #ownyourstory, where we celebrated the
successes of people as partners; our customers, our employees, and the folks that we sponsored, by highlighting the
stories behind their drive.
• 50 pieces of UGC monthly for us to use across digital
• Increased sentiment of 20% on Facebook and Twitter
Results:
• Shift in perception to Experian as partner

Going Guerilla
SXSW
Thinking small with big partnerships often helped us make
the biggest impact. At SXSW, when brands were paying 5M
for talent, venues, and travel, I invested <20K and hit the
streets with the singer from our “freecreditscore.com band”
commercials and 3,000 t-shirts that read “SXSW” with a (to us)
iconic picture of the band.
Through tireless days and nights in Austin, strategic tweets
and planting some people in the crowd, we saw more chatter
online than some of the biggest brands and were called one
of the most successful brand activations at SXSW.
I even saw a shirt listed on ebay for $75.
MLB & NBA
When partnering with MLB, the NBA, and other major
sports organizations, how do you stand out against all
the other big name companies with their logos in the
outfiled?
You can get in the crowd, connect with people in their
own city, and update live on social. We didn’t miss an
opportunity to tweet live with folks and share our passion
for the team with them.
We didn’t just ask the question ”how many eyeballs see
our logo,” we asked “what does it mean to them?”

Humanizing a Brand
LD Products was a company that sold aftermarket ink cartridges for half price. One of the costs of bringing a low-cost
product to market was sacrificing a brand budget.
I was tasked with building a social presence and digital brand for an incredible company with no consumer social
relationship, and to do it entirely through earned media.
Results:
Using earned social media and social video, I gave a face to a company and its inspiring
founders. For the first time, consumers could see LD products as a “green company obsessed
with its employees happiness, and with its community.” Years later my strategy for LD remains
intact, and it has helped to build LD Products into the largest disruptor in its space. During my
tenure, social media contributed to its highest grossing year ever by 17% YoY.
Will Chamberlain, Social Media - 310 926 1516 Watch here.

Building Social from the Inside Out
I built social media from scratch at LD. An important factor in building a brand on social that meangfully connects with
people, is truthfully representing it. Thinking about how we’d be seen on social pushed the company to be their best
self, and the leadership to do even more for their employees.
The CEO at LD Products worked with me to build fun experiences that we could retell on social. From that, culture was
cultivated and gave birth to a lot of fun events like the Ink Cartridge Decorating Contest seen here.
To tell a good story, sometimes you need to build a good story.
Watch more here.

Feed the Children
When I first built the 4InkJets Page in 2011, I started the "One Meal Per Like" campaign, where we built a loyal fan base
of 9,000+ fans in 3 weeks, who were loyal to us and our mission to help feed children during the holiday season. The
transparent nature of this campaign led to its success, “Aaron and LD Products already contribute annually, but we want
to contribute even more this year with your help, by using our marketing dollars for good.”
The campaign reached 9,129 highly engaged and supportive page likes in 3 weeks to a previously
unheard of brand on social, with no supporting paid media and a CPL of 32 cents after the cost of
meals was factored in.
Results:

Adding Meaning with Media
I went from being the “creative guy at Experian” to being the “quantitative guy at a creative
agency.” I took a job at Deutsch Agency so I could learn the absolute value behind consumer
mapping by channel, and how paid social best works with the overall media mix. I also wanted
to get a glimpse behind the big agency curtain, and work with some of the biggest and best
companies in the world.
Here’s an example on the next slide.

Tastemade +
Problem: Need to reach and engage with more moms
Insight: Must overcome popular but crowded food content vertical
with compelling content
Solution: Partnered with one of the top producers and distributers of
food content to create on-trend branded content
26x MoM increase in people taking social actions,
and 253% increase in impressions, at a 17%
decrease in monthly spend (June-July)
Averaging 342,000 people taking social actions a
month at $0.06/action, including 5,562 shares of
our 6 videos (July/Aug)
978,000 video views from target mom audience, at
$0.02/view (July-August)
568,000 video views >: 10 (July-August)
13,600 link clicks in 2 months of running videos,
compared to 12,600 link clicks for the whole 6
months prior at a $0.54 lower cpc ($1.58 July/Aug
versus $2.12 Jan-June)
Results:

#losethecig
When I started at Supercool, I would see tweets coming in criticizing our logo, like the one below. I proposed that we
show we are a truly social agency by giving the people what they are asking for if we get enough earned media.
Our promise: We’d change the logo across everything if we got 500 tweets telling @SupercoolCreative to #losethecig
Many organizations including Livestrong and the Center for Disease Control got involved,
encouraging and applauding us for our willingness to change. Supercool earned a 5x increase in
search indexing for a cause that identified it as exactly what it is: a socially charged agency.
Results:
Read more here.

Image Source: Getty
Thank you.
WILL
CHAM
BER
LAIN

Appendix: Samples of Social Content Series
Myths and FactsCredit 101 Data Chats

Appendix: Samples of Social Content Series
Pop ArtInfographics People Contests

Appendix: Content Samples
Partnerships

Appendix: Content Samples
Internal Awareness: Monthly Social Media Update Posters Internal Awareness: Quarterly Internal Zine

Will Chamberlain - Portfolio

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