Laura Schluckebier

Launch: January 3, 2019
Role: Digital Project Manager
Agency: Team One

Managing the launch of a new model involves a team of project managers working together on separate portions, but still remaining in lock-step with each other enough to understand how the different parts influence each other. I managed the digital portion of the UX launch campaign, which included HTML banners and static asset packs for both our national and dealer media buys, paid social assets, and custom digital ad units.

Managing our paid social assets required first working with our media team to understand what the paid social landscape could look like based on the media buy. Our media team recommended brand focused and also feature focused videos in landscape, portrait, and square formats, custom Facebook and Instagram units (instant experiences, carousels, and collection ads), and standard single image posts. Together with the creative director, I mapped out these deliverables and specs required for each cut. I worked with our in-house multimedia department to produce the videos, and kept track of how they worked within the ecosystem. The variety of videos gave us a rich pool to pull assets from for our different placement needs, but required precise tracking to make sure assets were properly trafficked.

Our digital media plan included about a dozen or so custom ad units that needed to be designed by our creatives to spec, and then produced by our media partner. This required me to keep track of all custom units, what each partner needed to be provided with in order to produce that unit, and to understand each unit well enough to lead my creatives through designing them. Using a master tracking Excel sheet and communicating closely with my media team, I delivered all assets to media partners on time.

Here are a few examples of our digital units: