ZACHARY TINDALL

Marketing Executive | Brand Architect | Cultural Leader

ABOUT ME

My name is Zachary and I have over 20 years of integrated marketing experience working across a number of sectors including Entertainment, Gaming, Technology, CPG, Food & Beverage, Travel & Tourism, Retail and Health & Wellness.

I currently manage Edelman’s Southern California Digital practice and lead an integrated marketing team of 50+ specialists that includes client services, channel strategists, data scientists, creatives, paid media specialists and influencer marketers.

I currently live in Venice and have been in L.A. for 9 years. Before that I spent 11 years in Washington, D.C., and grew up in Arizona. I’m deeply immersed in music and art and passionate about politics and fitness. I work to travel, love airplanes and music makes my world go round.

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Specialties: Brand Strategy, Integrated Marketing, Social Strategy, Earned Media, Digital Transformation, Performance Marketing, Influencer Marketing, Business Intelligence, Brand Partnerships, Public Affairs, Corporate Reputation, Sustainability, Issues & Crisis Management, B2B, B2C, Millennial and Gen Z.

Fox Home Entertainment

Fox wanted to modernize their approach to social and build a new always on content machine to promote their catalogue of over 250+ movies and TV shows.

Our strategy prioritized titles that drove the most revenue and had the most engaged communities while applying a formula to inform what content would be created and posted with the ultimate goal of increasing engagements and transactions.

RESULTS:
-2.6x engagement rate increase YOY
-35x the average Retail Bitly Clicks
-18% increase in sales compared to 2017

Hawaii Visitor and Convention Bureau

In 2018, tourism from New York to Hawaii was lagging. In fact, our research found that New Yorkers were taking less vacations overall — with less than 50% of them using up their available vacation time.

New Yorkers are obsessed with their careers, but they hate the office. In fact, in a survey we conducted, 96% of NY Millennials agreed that getting away from their work routine was essential to fueling their creativity.

WFH (Work From Hawaii), a unique travel campaign that repositioned the islands as the perfect destination for remote work. We created six bespoke residencies -- one on each of Hawaii’s six islands -- designed to entice New York’s top six industries. From thousands of applications, we selected our residents, then shared their transformative experiences via Instagram ads targeted to peers in their field. The program didn’t just inspire a 53% increase in organic travel queries from New York, it helped generate an incredible $342 Million increase in US East visitor spending across the islands.

Consumers, especially Millennials, think of Sunkist as soda, not citrus.

We sought out to change that through a full 360 communications marketing campaign to properly introduce the brand to Millennials. "We Were There" shows how Sunkist's citrus products are entwined into everyday family life and is running across YouTube, Facebook, Snapchat, Instagram, Spotify, Pandora, paid search, connected TV and display.

This included a VR experience, SnapChat integrations on product and an experiential activation in the subway the turned the subway into a orange grove.

RESULTS:
-Successfully increased brand awareness by a staggering 8% amongst millennials in the pilot market of Pittsburgh, PA.
-Received approval to scale the campaign in six markets in 2018.

Petco wanted to take a stand and lead the industry by becoming the first major pet retailer to announce that they would be removing artificial ingredients from their dog and cat food.

In just six weeks our team developed fully integrated launch campaign across own, partner and executive channels. This was also the CEO's first major introduction to media so the stakes were high for him to make a good first impression.

The month long campaign garned over 350M impressions and was praised in AdAge for cleverly turning the Petco logo around.

To reveal “Call of Duty: Black Ops 3,” Activision wanted to target the millions of gamers still playing “Black Ops 2.” Our solution was to hit the fans right where they were… by hacking into the game itself. Working with the game’s developer, we secretly updated “Black Ops 2” maps to include a “snapcode” hidden in a poster. When fans scanned it using Snapchat, the code led them to a “Call of Duty” account where the team delivered the first clues about the game. The results were explosive, with millions of engagements on Snapchat and widespread speculation on the teaser content, leading to the most talked about “Call of Duty” reveal ever.

In 2017, Volcom wanted to break out of board sports and reach a wider NextGen audience of 15-25 year olds in urban markets. We worked collaboratively with Volcom to develop and launch the #ThisFirst campaign that explored the ‘irrational pursuit of passion’ and tapped into a common mindset that was as true to a chef or artist as it was to a skateboarder or surfer. In just over 3 months, #ThisFirst garnered 70 million impressions and 256 thousand social engagements, across earned, social, paid and influencer efforts. Measuring against reaching new audiences, Volcom saw referral web traffic from #ThisFirst initiatives reach 83 percent NextGens and 89 percent new visitors.

While Activision had been secretly developing Modern Warfare Remastered – one of the most requested games of all time – we knew fans would lose their minds at the mere hint of its existence. So we set out to announce the game in a way no one would expect, with a strategy guaranteed to send shockwaves throughout the core community and into the masses.Scraping over five years' worth of fan tweets begging for Modern Warfare to be remastered, we vetted over 18,000 mentions to find the perfect kick-off to confirm Modern Warfare’s return: a 2014 tweet from a UK fan stating "If I ever hear the words 'Call of Duty 4 PS4 remaster' I will literally shit my pants with excitement".
Call of Duty’s first ever 1:1 response to a fan was simple: “💩👖”. Thousands of fans, influencers, and gaming press immediately took note, freaked out, and spread the news like wildfire.

Created Shell’s Social Media Center of Excellence and established the global governance infrastructure including community management playbook, engagement protocols, content workflows and crisis escalation processes for all global social platforms ranging from Facebook to Sina Weibo. Rolled out strategy to Canada, Mexico, Brazil, China, Singapore, Middle East and Nigeria.

Evolved Shell from a business unit mindset to an audience first story telling mindset. Built out their B2C strategy and helped story mine and editorialize their innovation stories which included the launch of the Make the Future with Pele in Brazil and promoting Eco-Marathon with Jay Leno.

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"Creativity is the power to connect the seemingly unconnected ?"

William Plomer

ZACHARY TINDALL