Project: Jordan Brand desired to introduce Breakfast Club – a moniker derived from MJ’s playing days – as the go-to training resource for American high school team sports athletes. This was led by a training program created internally that we decided would be delivered via a chatbot on Facebook Messenger.

My role: I was assigned to execute the strategy that was set prior to my joining the team. That included marketing across all digital surfaces – social, .com, email, app – and to build the chat on Facebook Messenger. For that project, I led the working partnership with Snap Agency and R/GA. One year later, we adjusted the chatbot’s purpose to function as a weekly newsletter updating our audience on new products and other news from Jordan Brand. 

Project Superpower: Ultimately, we found the right direction for the chatbot in its function as a newsletter. That served our consumer in a way they wanted; the early-version chatbots weren’t sophisticated enough to serve as a workout delivery system. We eventually earned 20K-plus subscribers with a weekly Open Rate north of 40% without any paid media. I’m proud of the hard work and ingenuity my team and I built into this collective experience.