Rebecca
Faulkner
Bay Area Creative Director and Copywriter
Look Beyond Login
For Okta
This campaign is currently in market.
Motherhood Works
For Upwork
The pandemic forced millions of people to leave the workforce. Not surprisingly, 80% were moms. In less than a year and a half, women’s careers were set back by decades. In 2022, many moms were starting to feel that they’d left even more behind: their identity and self-reliance. As a company dedicated to the independent worker and their clients, Upwork had an opportunity to help moms get these things back by getting them back to work. So, how did we do it? We built a campaign that used real video footage and photography highlighting the challenges moms faced during the pandemic—so that clients all over the world can realize their value. Our GTM approach focused on building awareness, resonance and driving action and getting clients to think mom-first when hiring. Upwork showcased the value moms bring to any organization. And we didn't stop there! We backed our message by action, launching brand partnerships with Skillshare, Mastry and Care. How did it perform? 9.4MM total reach. Overall Organic Performance: 578.6K impressions delivered; exceeding goal of 222K. 2.43% average campaign engagement rate across IG, LinkedIn, and TikTok. Overall Paid Whitelisting Performance: 16.7MM impressions delivered; exceeding goal of 12MM. 22.4K total clicks to our dedicated campaign landing page.
Wake + Make
For Upwork
Winner: ADC Silver Cube.
Finalist: Corporate Film, seventh annual Brand Film Awards
Shortlist: One Show, Branded Entertainment
Shortlist: One Show, Brand Partnerships
Shortlist: Physical Product, Promotional
Our community is made of millions of entrepreneurs and talent, fueled by creativity, hard work, late nights and, well — coffee. So when international coffee day came around, we had to celebrate in a way that only Upwork could. With the help of five illustrators and one hand letterer from our platform, that’s exactly what we did. Together with Red Bay Coffee, a Black-owned roastery and certified B-Corp who shares our values, we created a signature coffee line dedicated to the grind, featuring beautiful, original illustrations from amazing talent around the globe. Finally, we brought it all to life with an independent filmmaker to tell the story. Our community buzzed about it, with a 400% increase in social engagement over other similar campaigns. So did our clients, with over $100,000 in new business leads in just a few short weeks. And most important of all, our talent saw immediate returns, gaining more exposure online and landing new projects as a direct result.
Be There
For Stubhub
2020 marked the first year StubHub took its brand awareness work in-house. The work resulted in a jaw-dropping 400% ROAS (Return On Advertising Spend). I led the copy team as ACD, and even flew to Toronto with my 9-month old baby to shoot these spots! The campaign consists of over fifteen :06 unskippable pre-roll videos, along with other short form social videos to hit on StubHub’s “reasons to believe” in memorable, relevant and, above all, entertaining ways. We leaned into the short format of pre-roll to quickly hammer home each idea, and allow for optimization through time as we learned which assets performed best among fans.
Next, to celebrate the month of October, aka the busiest season in sports, we created the “#Sportober Challenge” to inspire and reward fans for getting out and seeing as many live sporting events as possible. We partnered with YouTube all-star team Dude Perfect to create a StubHub Sportober trick shot video and drive fans to and through the challenge.
Music and Sports Illustration
For StubHub
So you’re selling tickets for live events, authentic photography costs a fortune, and you’ve exhausted the stock library. What’s a creative team to do? My partner and I hired award-winning illustrator Lauren Tamaki in the creation of these beautiful, bespoke GIFs featuring iconic performers and athletes. Her aesthetic lent such an of-the-moment feel to our work - particularly for music.
Only Good Surprises
For StubHub
This Q4 campaign included TV, digital, print and the multitalented Ticket Oak’s radio debut. The effort highlights that scoring good tickets at StubHub couldn’t be easier — or less aggravating — because there are never extra fees. Unlike the other guys, what you see at the start is what you pay at checkout. It’s called All-In-Pricing. Throw in a Fan Rewards program with discounts and seat upgrades for frequent users, and see how, at StubHub, fairytales always come true.
Awards & Recognitions
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B2B Design Craft, Illustration
Wake + Make for Upwork
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National Association of Advertisers
For Upwork
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Issued by Brand Film Awards presented by PRWeek, MM+M and Campaign US
Beautiful Coffee for Upwork
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Issued by ADC, Wake + Make, In-House Branded Comms/Promotional Materials
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Illustration/Packaging, Series Promo/Collateral - Series In-House - Advertising - TV Film / Online Video In-House - Interactive - Online / Mobile Websites
Wake + Make, Beautiful Coffee, Cook It Up! for Upwork
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For StubHub
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Moderated panel with executive creative leadership from notable agencies. Topic was New Technology and the Evolution of Creative.
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Ticket Oak in the Body Issue
For StubHub