William chamberlain - Portfolio of Selected Work - November 2018

1. A brand marketer
driven by data and
innovation.
WILL
CHAM
BER
LAIN

2. About me
Hi there. I have worked in all aspects of marketing in both creative and numerically driven roles for both
B2B and B2C organizations. I have worked both client side and agency side, demand gen and brand,
acquisition and relationship marketing, from startups to the best-known brands.
So what?
With the experience of seeing things from so many sides, I can bring a unique breadth of knowledge to your team,
including the perspective of the similarities and differences among audiences, ideas that work in other verticals that may
work in ours, and a holistic view of the marketing stack when partnering with different channels. I like to think it makes me
a strong integrated partner for the team. And I can be scrappy.
It’s also helped me develop a data-driven mindset, driven by creative solutions and collaborative growth strategies.
What else?
I grew up in New England. I’m addicted to weekend adventures. I appreciate a good sazerac. I own far too many blazers.

3. Skills & expertise
Brand
Demand
Generation
PaidMedia
Journey Mapping
Social
Media
Marketing
Podcasting
Creative Direction
Experience Marketing
SEM
Paid+owned+earned
Video Production
Pipeline
Development
Lead
Gen
EmailMarketing
Strategic
Partnerships PR
SEO
Influencer Marketing
Print
Leading
Learning
Creative
Strategy
Copy
B2B
B2C
e-Commerce
DirectMarketing
Acquisition
Edu
.
IntegratedMarketing
Culture
Scaling
Social Good
ContentStrategy

4. Portfolio Samples
Twitter
Experian
Gainsight
LD Products
Deutsch Agency
Freecreditscore.com
Supercool Creative Agency

5. Activating the haters.
5
People didn’t like our ad.
So we said, “Make a better
commercial than we did.”
At freecreditscore.com, I was tasked with building a digital brand ready for the social world. The “Make a Better
Commercial Contest” called out tweets where people hated on our new spot, and challenged them to do
better, with an app that let the user "green screen" themselves in with our actors and edit in different scenes
(that contained our value prop, of course). Working with influencers (Rhett and Link) drove longtail impact.
▪ 25% lift in sentiment
▪ 7.2 Share ratio
Results:
▪ Ad of the Day on AdWeek
▪ 700k added value in earned media

6. Twitter has been around 12 years, and marketers have 12 years of ideas on how to use it. And not all of them have
had great experiences. How do we message against that? We created an agency playbook to help reset their clients’
expectations with our latest and greatest offerings, and to help clients re-look at Twitter from scratch in 2018.
20
Arming the educators.
Marketers have a decade of
thoughts about Twitter
marketing. We set out to reset
that, at scale.
▪ 80K in revenue from post mailing of 40 w/in 7 days
▪ Signs of longer LTV (program still too new)
▪ Favorably featured on multiple social media pubs (earned
media tbd)
Results:
▪ 3K organic downloads in mo. 1
▪ Organic search spiked after shipping
(search term autocompletes on Google -
i.e., enter “Twitter agency”)

7. Making finance [relatively] fun.
5
Consumers found us cold and unapproachable and
our subject to be dry. Podcast “Credit Curious”
aimed to fix that.
Thinking small can help lead to do something big.
What ended up as iHeart’s top business podcast started out with me asking my
fellow credit nerds questions that we found on Twitter using a cheap mic on my
desk. Listen here.
Results:
• 200k organic listens in month 1
• 50,000 listening hours in 1 1/2 years
• Earned (unpaid) mentions from Ryan
Seacrest, Mario Lopez, others
• Guests from FICO & KBB.com to
Angels baseball players
• 700 Periscope views / broadcast
• Developed big activations like "Win a
Talk-On Role" contest

8. Learning, then educating.
5
Building a Consumer Journey
Map against pain points and
need states tied ROI to the
fun stuff… and made
customers like us.
Results:
• CPA down by 35x
• Share of Search increase of 50x
• Positive sentiment from 10% to 90%
• Share ratio up 12%
• LTV 2.5x
• 50x investment in social
• Justified budget for:
• 100 new videos
• 245 images and 25 GIFs
• 25 audio assets
• 5 contests
By conducting a landscape audit and consumer analysis to identify our consumers’ pain points, interests, and
level of need, I built a social funnel that is made to educate, engage, and show our technological capabilities in
the upper funnel, while developing a more educated, aware, and trusting audience to serve targeted and
personalized ads to in the lower funnel.

9. Going Guerilla @ SXSW.
5
How does a giant brand compete
with other giant brands?
By thinking small.
Results:
At SXSW, when brands were paying 5M for talent, venues, and travel, I invested <20K and hit the streets with
the singer from our “freecreditscore.com band” commercials and 3,000 t-shirts that read “SXSW” with a (to us)
iconic picture of the band.
With strategic tweets and plants in the crowd, we saw more chatter
online than some of the biggest brands. By day 3 someone was wearing
a shirt everywhere you looked. We were called one of the most
successful brand activations at SXSW.

10. 13
Humanizing a Business.
To build record-breaking
revenue with no budget, we
put our bets on transparency,
identity and culture.
Results:
One of the costs of bringing a low-cost product to market can be sacrificing a brand budget. So I had to do a lot with
very little.
I was tasked with building a digital brand for an incredible company with no consumer social relationship, entirely
through earned media.
Using earned social media and social video, I gave a face to a company and its inspiring founders.
For the first time, consumers could see LD products as a “green company obsessed with its
employees happiness, and with its community.” Years later my strategy for LD remains intact, and
it has helped to build LD Products into the largest disruptor in its space. During my tenure, digital
brand marketing contributed to its highest grossing year ever by 17% YoY.

11. 18+
Partnering up.
We had to see results fast, in a saturated
vertical. So we tapped into strategic
partnerships.
Results:
We needed to engage more moms in the crowded food content vertical, quickly. So, we partnered with one
of the top producers and distributors of food content to make it happen.
• 978,000 video views from target mom audience,
at $0.02/view (568,000 over 10 sec.)
• 13,600 link clicks in 2 months of running videos,
compared to 12,600 link clicks for the whole 6
months prior at a $0.54 lower cpc ($1.58 versus
$2.12)
• 26x MoM increase in people taking social
actions, 253% increase in impressions
• 17% decrease in monthly spend
• 342,000 social actions/ month at $0.06/action
• 5,562 video shares/month

12. SUPERCOOL
CREATIVE
AGENCY
Taking Tweets seriously.
There was negative chatter, so
we listened. Hard. And by
letting the people be our brand,
we saw a giant boom in owned
media.
When I started at Supercool, I would see tweets coming in criticizing our logo, like this one. I proposed that we
show we are a truly social agency by giving the people what they are asking for if we get enough earned media.
Our promise: We’d change the logo across everything if we got 500 tweets telling @SupercoolCreative to
#losethecig
Many organizations including Livestrong and thee Center for Disease Control got
involved, encouraging and applauding us for our willingness to change.
Supercool earned a 5x increase in search indexing for a cause that identified it as
exactly what it is: a socially charged agency. And we ended up with our biggest
partner to date. Read more here.
Results:

13. 20
Driving meaningful experiences.
Consumers want to be guided through an
experience when they engage with a brand.
It’s our job to personalize that experience
and develop a win/win.
Developing thoroughly thought-out systems that create strong user experiences is the best way to see return
on ideas. Mapping out the team’s ideas to the best outcome is part of my process.

14. 20
Getting [cheap] video out fast.
Software customers need to stay
informed. So we made video and audio
part of our every day work.
B2B offerings have get more complex every quarter to remain competitive. But customers don’t always have time
to spend on learning the latest offerings. For under $1,000 (including the Taskrabbit guy who painted our wall for
green screen), we built a studio where sales, marketing, and partners could come in and shoot a quick 30-second
video update, and we could get agency-quality work out that day, at scale, from the perspective of an in-house
expert.
This also became our podcast studio at no additional cost.
▪ Weekly Live broadcasts
▪ How-to product videos to
speed up adoption
Results: ▪ Industry-leading customer success
podcast
▪ Boost in company morale

15. Career
highlights
Head of Demand Gen Marketing, SSA
Twitter, San Francisco
2017 - present
US Dir. of Search & Social
Deutsch agency, Los Angeles
2015 - 2017
Dir. of Social & Digital, North America
Experian, Costa Mesa, CA
2012 - 2015

16. The 25 Most Influential Ad Execs On
Twitter, William Chamberlain
Ad of the day: FreeCreditScore
Rhett & Link act out your wacky suggestions for
making the company's ads more entertaining
Twitter’s Playbook provides “a heap of key
notes and stats which can help any Twitter
advertiser improve their on-platform efforts.”
Recognition
highlights

18. Contact
Will Chamberlain
Chamberlainwillj@gmail
@ChamberlainWill
www.williamchamberlain.com

19. WILL
CHAM
BER
LAIN
Thank you.