Strategic Thinker — Heidi K Dewell

Content marketing strategy

Williams Sonoma Open Kitchen
Spring 2018 campaign:
Six inspiring stories of women in food

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Williams Sonoma Open Kitchen - 6 Inspiring Stories of Women in Food

Video:
Content development, on-set interviews and art direction, post-production

digital marketing campaigns (organic)

digital marketing campaigns (paid)

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trends and consumer behavior

Featuring existing but under-utilized photography assets, the Cocktail Handbook was created as a lever to reach a targeted audience with relevant content, in a new, cost-effective manner—through advertising revenue from liquor distributors.

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branding for new product development

For this revolutionary cooking system from Hestan, we posed the question, can a machine really teach the kitchen novice how to cook like a pro at home?

Can a Machine Really Teach You How to Cook?

Video:
Rather than feature the Williams Sonoma YouTube host for the product demo video, we utilized real people who were interacting with the Hestan product for the first time.

Content marketing strategy

For a mature brand like Williams Sonoma, the need to rapidly move from marketing solely in the three cornerstones of retail, web and catalog, to a more diverse and broad approach became critical.

Cooking with Gwen Stefani & Giada De Laurentiis at Williams Sonoma

Bringing Chef Giada De Laurentiis and celebrity musician Gwen Stefani into the Williams Sonoma Beverly Hills store for a cooking demonstration on Facebook Live was a small example of moving the syndication model forward.