erin knitis | big guns creative
memorable, measurable marketing maven
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Rising Tide Effect
Project type
Multimedia ad campaign
Agency
big guns creative/Rising Tide Effect/Ronin Media/Mary Hawkins Animation
Role
Creative Director, Copy
Skills
Concepting, copywriting, creative direction, content strategy, wireframing, user experience (UX), site design on Wix & Squarespace, MailChimp, analyzing & interpreting campaign reporting on Google Analytics, out of home (OOH) ads, digital ads, subway station dominations, social media, teamwork, collaboration, demographic research, creating & reporting on Google Ads, nonprofit work.
In response to another year of record drowning deaths off NYC's beaches, I was asked to write a PSA campaign addressing the most dangerous aspect of our beaches: rip currents.
We needed an easily-remembered phrase (like “stop, drop, & roll”) & attention-grabbing visuals that would educate NYC beachgoers about the dangers & safe swimming best practices for rip currents. And we needed it to work in 15-20 seconds, max.
The motion graphics designer & I had a month to create & refine our campaign idea & assets before going into production & then traffic to media partners. And did I mention all the more than 2 dozen stakeholders funding the campaign got to weigh in on the creative, all the way down to minor grammar choices & motion speeds? But we pulled it off!
While the campaign was in final production & media traffic, I wrote & designed 2 landing pages for the campaign, as well as social media posts & a Google ad.
A month into all the assets running in market, analytics proved this to be the org's most successful since their inception, with more than 1,000 times Rising Tide Effect's usual web traffic & engagement. Even the media partners found it such a success, they extended the time in market by another month, for free. And by the end of the NYC beach season, we'll know if, ultimately, the campaign has saved lives.
