Sherri Maxwell

Communication Objective

ASUS ZENBOOK Ultrabook is the ultimate laptop for today’s urban professional.

Target Market

Urban professionals 25-35 in cities that are considered economically and financially well developed.

Strategy

The goal is to create a brand movement around the ZENBOOK by “provoking the idea of true happiness” in the economically well developed urban cities and inspiring the contemporary, unconventional and incredible lifestyle brand to the consumers by offering more by relating through shared values.

Solution

FIND YOUR ZEN is an inspirational way to increase awareness, by observing the moments in life. So the call to action (FIND YOUR ZEN) creates a movement for people to embrace and find deeper meaning for themselves.

This was done in 2010-2011 pre- Netflix’s Black Mirror: Bandersnatch (way ahead of its time) with its, “choose your own adventure” type of storytelling and brand as the reason for the scenario as well as voice recognition when Carrie B calls you. Over all a couple have a better ‘love relationship’ because he is a “Good boy” by making sure he is there for her in a loving way. Bayer Levitra helps him not let down his girlfriend during the most intimate loving moments.

Communication Objective:

Bayer Levitra's challenge was to make the uncomfortable male health issue of Erectile Dysfunction in Hong Kong, comfortable as well as raise awareness and potential usage.

Target market:

Young urban male professionals 25 -35 in Hong Kong.

Strategy:

Be a "Good Boy" by satisfying your partner, longer.

Creative Solution:

Through interaction with Carrie Bee, a fictional person, men are more curious to hear the message and play along.

Carrie Bee's boyfriend was a "Good Boy" because he satisfied her as well as himself (which is most likely why he took Levitra). She decided to video chat with him to let him know because their fun made the apartment a mess.

This particular campaign showcases video storytelling but also the fb app calls the person, they respond, and the storyline changes based on their response. In the end Carrie Bee SMS a message with a link. It is the only time there is advertising (the link is the ad for a discounted trial with prescription).

We will create awareness towards winning the battle 
with cancer, by harnessing an influential online community 
devoted to winning their own epic battles (AKA - Twitch). The goal is to increase acceptance and understanding of CAR-T Novartis: KYMRIAH for indicated treatments with doctors, patients, and caregivers. This particular campaign is aimed at children in Hong Kong S.A.R. (and their parents) so that they consider KYMRIAH/Novartis.

I was tasked with translating the ENFA campaign to the Asia Pacific Region for launch. This is a clear example of connected commerce and shopper marketing.

To further integrate the values of Metlife and integrate value to their customers they created a health app that has incentives and partnership possibilities.

You will see consumer centric design and ideas looking from the outside-in, with a strategy that truly adds value and humanises technology. There will also be examples of service design, specifically showing the design of services, which inherently look at the customer’s experience with a service as well as the organisational experience in delivering it. 

Fintech marketing.

Target Market:
Millenials / Gen Z

Strategy: With the reputation of banks at an all time low empowering the end user and giving them choice to create their own banking experience not the bank is a unique way to stand out.

N26 your life is about putting you at the centre of your financial life.

Barclays Football Event in Hong Kong.

Communication Objective:

Increasing online enrollment of new and current HSBC customers towards starting their retirement investments making it an enjoyable experience.

Developing a community of people who are exploring their later-in-life options as they move on to their "encore careers" and retirement lives.

At the beginning of the customer’s experience there are questions on what are ‘your’ interests are so the content is tailored to your goals, interests and current events.

Target Audience:

Emerging affluent (30-44)

Mass affluent (40+)

Strategy:

Navigate the type of like you want (your financial) life with HSBC.

Solution:

Relevant, interesting, and informative (helpful) content curated website designed to be customized (content-wise) to the audience's preferences. This helps maintain interest not only by continual interest (daily content vs weekly content) but by inspirational people going through life as well that potentially can inspire desire for what type of life the audience may want.

Created and creatively directed work in the world of retail, online and off.

I was luckily catapulted into a wonderful craft beer company during Covid -19 (2020- 2021) and started to lead all the design and marketing at Prancing Pony Brewery. It has been exciting and be the direct person making everything and I mean everything from designing the beer can label (gin too) to on and offline marketing materials and the brand strategy.
This page is all about my experience there and brand marketing and campaign advertising for alcoholic beverages.

I love branding and logos, especially when it is done well.

Turning a mining company into a sustainable resource company.

Communication Objective:

To attract and create a unique way for young Asian women to start on their beauty care before signs of aging occur.

Target Market:

Twenty somethings (20-27) in Urban Asian first tier cities.

Strategy:

Since the majority of young Asian women use their mobile phones why not have Clinique go to where they were and get them thinking about the health of their skin? How do you get youth started on caring for their skin?

Solution:

Clinique Radiance Mobile App and Social Marketing in the brand's voice but like a portable beauty monitor/ diagnosis. By showing preventative measure and making sure their skin is as radiant as possible.

Communication Objective:

Changing the SK2 brand perception that it is too "old" for millenials.

Making SK2's brand appeal more attractive to a younger audience in Asia.

Target Market:

Sophisticated and confident beauty enthusiasts who are willing to upgrade their beauty regiment in order to achieve better results.

To the SK2 woman, beauty is important. But beauty goes beyond just physical appearance. Instead, outer beauty is a reflection of her inner beauty. She believes that her skin radiates because she is confident and happy. 

SK2 is about going "Beyond Beauty's surface".
Our audience is 25-35 and not overly concerned about her skin, yet.

Strategy:

Being young is more than how you look, it is how you live.

Solution:

Make SK2 more "youthful", by making the brand seem more fresh and relevant to the audience on a regular basis. This requires daily social marketing tactics, being where they are(the right medium platforms), as well as relevant types of content that they want, so that the idea of the brand being too old, will be changed.

Make them see that price is worth it, they are worth it.
Self value = value product

Thematic concept line:

Beautiful Everyday 

Every day use (of SK2) allows you to look younger and potentially more beautiful.

The tone of the strategy line ”Beautiful Everyday" is positive, uplifting, and has a "now/current" tone. 

A youthful "go for it" attitude. 

Not "the future" but "now" and everyday means it truly is part of your life. 

So we are ever so slightly shifting to more of a lifestyle tone, more integrated and "in tune" with "today" feeling so that the brand is more about your lifestyle and therefore more relevant and integrated.

Get ready every day with your best face forward.

Mobile Execution

Pre Gifting marketing Push

Send a  “virtual flower” via ‘We Chat” Shake saying “You are beautiful” SK2 logo and the flowers on the bottle package and a call to action to make a “Magic Ring” appointment.

Pre purchasing gifting as well, after you send the flowers you get a promotion to purchase.

Facebook Diary App

Facebook tab to existing Fb app. The app is a beauty profile and progress making a gamefication of the daily beauty regiment. When you go to the “Magic Ring” appointment area there is a tab where you take a photo that gets sent to you after you download the app it marks your progress routine gives you advice, beauty breaks, appointments, when you may be running out of SK2, specials, weather /UV knowledge, beauty questionnaire, and much more.

With the task of making sure the Pampers brand translated in the APAC region. I decided to show some of my favorite campaigns while working there. The communication objective was to be global, but act local. Translating a western brand into the Asian market and managing teams on Pampers of different cultures was an amazing experience.

Retail marketing both point of sale and online for wine sellers from Harveys to an online wine reseller.

An App where Moms can enjoy collecting their Babies "First Moments".

Communication Objective

To differentiate Sunsilk shampoo as the friend you have always wanted. 
Obtainable beauty that is real and not "plastic and fake" looking.

Target Market

Young women ages 17-28

Strategy

To understand what girls want and relate to them through "hairy" situations in life.

Solution

Portraying Sunsilk as the girl/shampoo you want to be friends with.
Creating TVCs and print that is funny, fun, and down to earth.

Communication Objective:

Drive student and start-up participation for Solve for Tomorrow 2015

Target Audience:

Students from local polytechnics, universities and general public, specifically consumers related to the start-up community.

Strategy: 

To expand the scope of the campaign beyond a student competition into a potential start-up pipeline for social enterprise and innovation by engaging with participants innovation and imagination though a contest that inspires those skills.

Solution:

Using Portmanteaus is a creative way to engage with type of audience-
 
Definition of Portmanteaus is word that is constructed by taking some parts of two words, and making a new one.

It’s also known as a blend in linguistics.

By embracing the current campaign of a person with all sorts of imaginary inventions coming out of his head. The theme was enhanced further with words/portmanteaus that potentially describe various types of inventive minds. The new words represent the creative “innovators” that embrace the ethos of Samsung and its contest “Your Ideas. Our Tomorrow.” 
 
This is a fun and engaging way to draw attention, involve, and inspire participants to enter the contest.

Communication Objective:

Drive awareness and usage of MasterCard cross border and e-commerce offers.

Target Market:

We are targeting affluent professionals who work overseas or travel frequently. They are typically between 18 and 39 years old and have seen/experienced a lot despite their age.
Their busy lives - or their lives overseas - result in being separated from family and friends quite frequently. Technology and social media allows them to stay in touch with them while they are away, which turns them into socially connected individuals.

Strategy:

On New Year’s Eve it is important for us to be surrounded by the most
important and special people in our lives.

Connecting People with What Matters Most.

Solution - Campaign Proposition:

MasterCard facilitates cardholders and the most special people in their lives to be closer to each other on New Year’s Eve. Priceless experiences create an emotional spark, drive mass and deep engagement, and develops leads to partners/merchants.

How to get people closer?

We can get people closer through:

ENGAGING PERSONAL MOMENTS IN IMAGERY - Aesthetically we capture feel good moments that are composed like Instagram. They are images that connect and render real human moments.

PRICELESS SURPRISE CONTEST - Engagement
Tell us who the most special person in your life is and why, and MasterCard might reward the two of you with a chance to be together on New Year’s Eve at the stroke of midnight.

WEEKLY PRIZES - Opportunity to Win is frequent
Compelling entries for the Priceless Surprise as well as social listening allow us to select winners for (smaller) weekly priceless surprises such as gifts, trips, 1 for 1 offers, vouchers, etc.

MERCHANT OFFERS - Better deals in exchange for loyalty
Locally relevant merchant offers that allow people to enjoy things together. The Engine allows us to make these offers more effective as they will be based on consumer/market insights, parallel trends, etc.

The biggest fast-food chain in the Philippines. Jollibee is a Filipino-style fast food restaurant with American-influenced dishes specializing in burgers, spaghetti, chicken and some local Filipino dishes. Jollibee's core product is its fried chicken, which is branded as Chickenjoy which was introduced in the 1980s. Another main product of the fast food chain is the Yumburger, a hamburger which was introduced in the early operations of Jollibee in the 1970s.

Communication Objective

To brand Dubai as a new world city, one that invites every culture to enjoy.

Target Market

Global travelers going though Dubai and couples / families on holiday.

Strategy

In Dubai 89% of the population is from other parts of the world, making it a true world city. By showing the variety of cultures, as well as the native culture of Dubai, the city can provide many experiences people would like to have in their travels, in one place. From the many world cultures comes one Dubai.

Solution

It is an ever-evolving city made up of a distinctive fusion of world cultures that embraces all.

From the many stories to tell, moments to cherish, opportunities that arise, comes one Dubai.

Duties

Supervised final stages of launch of new campaign, made minor UX/UI changes.

Communication Objective

Brand Singapore in customizable experiences for every traveler.

Target Market
Travelers from around the world.

Strategy

YourSingapore tries to tap upon Singapore’s concentration of dining, shopping, natural and cultural attractions, within the small physical space of the country, making it easy for a user to mix-and-match multiple experiences. YourSingapore aims to differentiates Singapore’s brand proposition from that of its competitors so that Singapore continues to remain relevant and attractive in today's travel industry.

Solution

The YourSingapore brand largely employs a drive to web strategy, driving visitors to YourSingapore.com where they can explore Singapore online, plan their trip and create their own itinerary. 

It emphasizes that no two interpretations or experiences of the destination are the same. 

The YourSingapore website is an interactive travel portal that allows users to experience a virtual version of Singapore and positions Singapore as a future-facing destination. It also allows users to share their experiences in Singapore.

Communication Objective

Brand Emirates Airlines as the way to go for travel.

Target Market

Globalistas of all ages with a mindset of wonder, travel, and discovery. 

Strategy

See the world from a different perspective

Solution

Images from around the world with a different perspective brought to you by Emirates.

The brand message of “Discovering” both "the world at large" and New World Hotels, brings the customer a sense of inspiration via experiencing New World Hotel's unique culture and quality service. New World Hotels wanted to inspire all through out the hotel, in every contact point, further enhancing the customer’s experience.

Shopper experience with a digital large touch tablet in store.

This website is the "match maker" of the investment world.

The target market are investment managers looking for investments. investOrbit is an easy process to connect the two. Designed is both the website externally and the intranet ( your personalized experience as either a fund or an investment manager).

Whether you are a live broadcasting company, a media portal, a movie studio post production company, video surveillance or simply want to deliver video in a most cost effective way, they have solutions.

Social marketing for HOOQ, MasterCard, and beauty brands.

Here are apps that were done for the Hong Kong market.

Print can be the part of the journey or the start.

Mostly pharmaceutical television commercials while working in New York City.

Working for Human Centric Consultancy this project was all about giving strategic direction to a wonderful arts and culture hub in the Adelaide Hills. I managed and lead workshops to gather information as well as research and SWOT analysis to position the brand uniquely so that it stands out from all the medium sized arts and culture galleries in South Australia and beyond.