General In Command

ADDY Nominated Social Media Campaign — Copywriting, Social Media Management

Short Background:

Michael Van Ness came to the agency I was at and said “I want to be a New York Times Best Seller.” Our agency would have preferred to take on Van Ness’ Oncology practice as a client rather than Van Ness – the author. Because of this the project of taking a barely functioning Facebook page and a WWII book that had sold only 2 copies fell to my team.

32.8 Million Books…

That’s how many books are listed on Amazon. When we began working on this campaign which featured organic Facebook posting, Facebook ads and Instagram ads General In Command was ranked around 24 Million. While we never sold the required 5,000 copies to a diverse audience we did rocket the book all the way to the top 100,000. As of 9 p.m. Sunday March 1, 2020 it sits at the esteemed rank of #67,095.

Cool Scott, So What Did You Do?

I wrote these posts and some ads, worked with an Art Director to get the graphics, planned 6 months worth of content and their corresponding posts, wrote the about page, secured the page name Michael Van Ness.

Unfortunately, the campaign did not win the ADDY likely due to the lack of video content as the winning campaign was primarily video (or so I’m told).

CW: Scott Mahoney
AD: Lee-Ann DeMeo
Deployment Strategy: Veronica Smith
Account Lead: Jim Cyphert