There’s more to the story.

Project: IAB NewFronts Presentation / Role: Lead Copywriter

IAB NewFronts is the world’s largest digital content marketplace that gives media buyers a first look at the latest from the biggest names in media and entertainment. In May 2022, Snapchat presented live for the first time to a packed audience in Rose Theater at Jazz at Lincoln Center in New York (and also streamed to a virtual audience).

Our goal was to differentiate Snapchat’s offering from our competitors and offer critical insights into how our community uses all aspects of the platform to live, communicate, and connect every day. We wanted the audience to leave feeling inspired by Snapchat’s ability to tell their brand stories in unique and immersive ways, excited to connect with a large and highly engaged audience, and ready to drive real and impactful business results.

As the lead copywriter on this project, I was tasked with developing a single creative territory to help tell the story of Snapchat’s products, shows, and community. There’s more to the story. ultimately became the theme and wrapper for Snapchat’s entire presence at NewFronts, both on the ground and digitally. It captured the idea that there’s more to the story of Snapchat beyond being an app for sending pictures and messages, as well as the acknowledgement that there’s more to every brand’s story, and Snapchat is uniquely positioned to help tell it.

I also owned copy for all deliverables, which included the following: copy featured in the keynote presentation, the keynote script’s story arc, scripts and creative direction for partner case studies featured in the live presentation, OOH digital and physical activations, post and image copy for social, post-event email comms, scripts and creative direction for sizzle reels, and post-event sales collateral including a business narrative and one-sheeter.

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