We all know cross-discipline work is a challenge (the nature of our business as marketers). But have you tried cross-agency work? When the agencies are all under the same holding company?! AND THEY'RE ALL JOCKEYING FOR FIRST PLACE?!!
Yes, that was the nature of this chaotic but joyous project for Blue Buffalo (now a General Mills brand). After Accenture's buying spree, its in-house agency partnered with Droga5 and Fjord to pull together an MLP pet app that was ownable and engaging. In under seven months.
As a contracted writer for hire, I was able to duck and dodge the shrapnel to have a significant impact on the current interaction of the app, delivering intelligent, fun, and short UX copy for the introductory and instructional text for the app. I also contributed several longer-format blog pieces that offer advice to pet parents looking for guidance. While I have a pittie mix who sings my praises, my work was done in collaboration with Blue Buffalo's in-house animal experts to ensure validity.
Learn more about the app here.
