CHARLOTTE OLDSMAN
HBO Max's Recommended By
Producer & Director, Short-form Video Content Series
At HBO Max, I spearheaded the development and production of a brand marketing campaign called Recommended By. I produced and directed the short-form video content for the streaming platform, which showcased talents’ favorite HBO Max series and movies. It was a new-to-market feature and personalization and retention strategy with the goal of reducing churn and maximizing minutes watched on the platform. These recommendations lived in-app and off-platform (dotcom, social, and email), providing on-ramps to new programming and facilitating rediscovery of the classics.
Featured Talent:
The House of the Dragon Cast - Milly Alcock, Steve Toussaint, and Fabien Frankel
The Sex Lives of College Girls Cast - Alyah Chanelle Scott, Pauline Chalamet, and Renee Rapp
Kellogg's Mission Tiger
Account Lead, Commercial and Social Activation
In the summer of 2019, Kellogg's chose Nickelodeon as their primary media launch partner for Frosted Flakes' new initiative, Mission Tiger.
To drive brand awareness and spread the message of Mission Tiger, Nickelodeon and Kellogg’s collaborated to develop strong creative that spoke directly to the target audience by featuring professional basketball player Ben Simmons alongside Tony The Tiger to introduce Kellogg’s Frosted Flakes’ new initiative, to help keep sports programs in schools across the country.
In addition to launching across linear within Kids Choice Sports, Nickelodeon’s sports focused tentpole event, the video was also posted on Kellogg’s YouTube destination receiving over 10 million views.
Additionally for an organic reach, Ben posted the creative across his social platforms and with a targeted amplification strategy garnered over 70 million impressions in total.
Featuring
Ben Simmons & Tony the Tiger
Invisalign
Account Lead, Social Activation
In 2021, ViacomCBS partnered with Invisalign to aid them in their mission: make Invisalign treatment irresistible to teens.
First, we created awareness by introducing teens to Invisalign treatment through social inspired viral formats. To motivate consumers and drive conversions, we created custom social content with fun graphics, call-to-action messaging, and clear swipe-up directives. With 45x total assets across Instagram, Snapchat, and TikTok, our 5x teen influencers (Avani, Kouvr, Spencer X, Kyle Exum, and Daniella Perkins) amplified Invisalign’s reach.
Second, we educated viewers by answering common questions and delivering on points of difference through product forward FAQ.
Lastly, we aimed to increase conversion by showcasing smile transformations with the purpose of driving to the Invisalign Smile Assessment site.
Featuring
Avani Gregg
Nickelodeon
Account Lead, Social Activation
In Spring 2021, Nickelodeon Consumer Projects looked to partner with talent to create marketing content that would drive awareness and purchase consideration of the vast assortment of Nickelodeon products that were available at retail for the season. The idea was brought to life through a beautiful :30 spot that featured Ashlee Simpson Ross and her family enjoying Nickelodeon products on a gorgeous Spring Day. The :30 spot was utilized on linear (Nickelodeon and Nick Jr.). We then created a :15 cut down version for usage on YouTube pre-roll and OTT.
The spots also included a custom end card for our key retailers including Walmart, Target, and Amazon. Each end card featured an assortment of products that were available at the retailers. We rolled out an extensive media plan that distributed the content across a multitude of platforms to spread the message that Nick Makes Every Day a Day to Play.
Featuring
Ashlee Simpson Ross, Evan Ross, and family
Discover Cashback Debit Card
Account Lead, Social Activation
ViacomCBS partnered with two influencers to inspire fans to learn more about the Discover Cashback Debit Card and all its benefits.
In the first phase, we showcased how Discover allows customers to cross experiences off their bucket list and gives them the extra push they need to book their adventures.
To follow up, we inspired viewers with custom video content that illustrated the ways in which Discover fits seamlessly into daily life. Our talent shared their favorite bites, bars, and hidden adventures in their home cities. Whether they’re grabbing money at one of Discover’s handy 60,000 ATMs before heading to a cash-only restaurant or using their 1% cashback to book an activity, we showcased things found only in their city, bought only with Discover.
Featuring
Karen Civil