Alli Guerra

Client: SAP Concur solutions

Alli’s Role: Writer + Producer + Voice Artist

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Challenge: SAP as a brand carries a connotation of being “only for the big guys.” SAP Concur solutions wanted to dispel this myth and showcase how their products can help businesses of all sizes to better manage their AP and invoice processing. They wanted to communicate this in a light hearted, entertaining way.

Strategy: Small business owners and employees all wear multiple hats and take on a-lot of tasks. Which made me think of superheroes. Which made me think of how annoying it would be if superheroes had to manually file expenses for their new gear.

Result: I created an animated, narrative-driven short video that builds upon this metaphor of “super” employees to show why it’s so important to alleviate tedious tasks from your team’s plate. The video has garnered 850K+ video views and boasts an average watch time of 72 seconds.

Client: The Chase Marriott Bonvoy Boundless® Card

Alli’s Role: Creative Director + Showrunner

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Challenge: In 2021, American travelers were eager to dip their toes back into travel, but many didn’t feel comfortable with international flights or even air travel in general.

Strategy: In a world of social distancing and small-group travel, I came up with a 2021 installment of the tentpole series Travel Dares inspired by adventures accessible by car. This five-city roadtrip series was designed to help travelers see the US from a fresh perspective, venturing to one-of-a-kind places only found in the US.

Result: Season US outperformed previous seasons of the series across key “quality of time spent” metrics, driving a deeper, more meaningful awareness of The Chase Marriott Bonvoy Boundless® Card. This Travel Dares installment garnered its highest average episode completion rate (29.4%), outperforming previous seasons by more than 63%.

Client: Tequila Cazadores (Bacardi)

Alli’s Role: Creative Director + Writer

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Challenge: Bacardi wanted to raise awareness of the Tequila Cazadores brand in a crowded market. The goal was to establish Cazadores as the premium tequila of choice by inspiring pride in Mexican heritage and identity.

Strategy: I created a series of holiday explainer videos hosted by Mexican-American comedian Xochitl “X” Mayo (star of NBC’s American Auto), explaining Mexican cultural traditions such as the real story of Cinco de Mayo and the significance of skull makeup on the Day of the Dead.

Result: Viewer response was overwhelmingly positive, with comments such as "Love this history!" and "That margarita sounds good!" More than two-thirds of brand study respondents said the Cinco de Mayo video would make them stop what they were doing to watch it, and the videos drove significant lift in viewers feeling Cazadores is an "authentic brand" that is "proud of where it comes from.”

Client: Visible (Verizon)

Alli’s Role: Writer + Producer

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Challenge: Verizon had just launched a new prepaid phone service plan in a oversaturated space. They were hosting an event in Denver to generate visibility, but working on a limited time/budget to generate additional buzz for their popup.

Strategy: Leveraging Insider Inc.’s massive social presence, I had the idea to draw attention to this live activation with a bespoke Instagram Story that was repurposed within an ad unit to increase longevity and reach of this 24-hour-limited asset. Additionally, we took brand-supplied assets and transformed them into an Insider-style video for distribution across our platforms.

Result: We garnered nearly 800K on our bespoke story across our vertical handles and saw a .25% swipe up rate to the event landing page.

Client: The Chase Marriott Bonvoy Boundless® Card

Alli’s Role: Writer + Producer

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Challenge: When COVID-19 hit, people weren’t traveling, and they definitely weren’t using travel reward cards. Our clients were struggling to identify the right messaging to go out into market. Moreover, their consumers were eager for ways to experience the benefits of travel in a non-traveling world. Our team had to come up with a way to avoid postponement or cancellation of their 2020 campaign in a way that was sensitive to the current climate.

Strategy: I wanted to put a spotlight on the greatest benefit of travel: learning and experiencing cultures different from your own. I pitched a pivot concept, featuring a hero virtual roundtable series that invited travel lovers from different cultural backgrounds to share their experiences with one another. Additionally, I conducted extensive research to create an “Inspiration for Exploration” quiz, featuring travel guides for 7 different cities to inspire people to keep planning for future travels.

Result: It may not have been a traditional travel program, but in 2020, it was the next best thing! The video series garnered over 4M views across all 4 episodes. And the series overall inspired our audience to keep dreaming up their future adventures, with 90% of surveyed participants indicating the series inspired them to plan their next trip.

Client: Nick Rewind (formerly “The Splat) - Nickelodeon

Alli’s Role: Creative Director + Writer

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Challenge: Nickelodeon was gearing up to launch its first-ever dedicated block of 90s Nickelodeon programming. Before announcing what it was, they wanted to create a social teaser campaign to get fans excited and drum up intrigue.

Strategy: One of my colleagues and I co-created #TheSplatIsComing strategy. Using stuffed animals + action figures of iconic 90s Nickelodeon characters, along with a cardboard “The Splat” logo cutout, we set out into the real-world to capture stills and videos that brought these characters into the 21st century — a visual metaphor for the kids who grew up watching these shows.

Result: From the launch of the teaser campaign on September 12th, 2015 to the launch of “The Splat” programming block on October 5th, there were 65K mentions of #TheSplat on twitter with an estimated 400 million reach. All of this was achieved via 100% organic reach, without any paid social backing.

Client: Cartier

Alli’s Role: Writer + Producer

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Challenge: Cartier was releasing the new Santos watch. They wanted to celebrate the brand’s heritage, while also celebrating forward-thinking design.

Strategy: I melded together the history of Cartier and the innovative thinking behind the new Santos in a narrative-driven feature article. To match the boldness of the watched, I had my graphic designer include big, splashy definitions for key branding words.

Result: The page performed well with Cartier’s desired luxury audience on social media, yielding social actions (like, comments, and shares) that were 361% above our content benchmarks.

Client: Chase

Alli’s Role: Writer + Producer

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Challenge: Chase was launching its first NFC ATMs in a time when the technology was still new to consumers. They wanted to educate people on how it works and dispel myths about its usage. However, they didn’t have a large budget for this initiative.

Strategy: Since the technology was new, I wanted to keep the content simple, to the point, and not bogged down by jargon. I suggested a 2-phased approach via a series of text-based articles. The first article launched our program, introducing our readers to the basics of the technology. Our second article addressed the insight we found around a top concern for adoption: security.

Result: The clients originally wanted to purchase 1x article, but after reviewing my approach, they found the budget to purchase 2x articles to activate my recommended phased approach. Both articles were well received by our readers, garnering well over 20,000 page views.

Client: MTV

Alli’s Role: Creative Producer

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Challenge: MTV was gearing up for the launch of Scream, the TV series based on the blockbuster franchise. They wanted to generate a bunch of noise (screams, one may say?) among 18-49 year olds.

Strategy: Our team played with the iconic scream mask in our creative and developed a custom, handwritten font in a blood-red font to embody the storyline that made this classic a cult hit.

Result: The series debuted with 1.03 million viewers and a 0.5 in the 18-49 demographic.