How I Designed a Multi Channel Campaign that Drove 2.3M Impressions for Intel

Challenge

Vox Media was entering uncharted territory by creating its first large scale branded content partnership with Intel. There were no existing frameworks, tools, or performance benchmarks to guide the effort. The campaign needed to balance Intel’s brand standards with Vox’s editorial voice and prove that a premium publisher could deliver measurable results. Midway through launch, early engagement metrics fell short of expectations, requiring an immediate and strategic pivot while maintaining quality and brand integrity.

Approach

I led creative direction and cross functional development for the campaign, guiding teams across Vox Creative, Engineering, Ad Operations, and Analytics through rapid iteration and reinvention.

  • Built and launched ten long form branded stories supported by high visibility ad units that aligned content strategy with audience behavior.

  • Developed an agile production framework that cut time to publish by fifty percent, enabling near real time creative adjustments based on performance data.

  • Identified underperformance early in collaboration with Vox’s analytics team and led a mid campaign pivot that redefined the project’s direction.

  • Invented and implemented a new ad format known as Vox’s first native advertising product to amplify traffic and engagement across editorial placements.

  • Created post campaign reporting standards that linked creative performance to engagement metrics, establishing the foundation for future branded GTM programs.

Impact

  • Delivered 2.3 million impressions and exceeded Intel’s engagement benchmarks by 27 percent following the campaign pivot.

  • Reduced production and iteration time by half, proving the success of agile creative operations within a publisher environment.

  • Pioneered Vox Media’s native advertising product, opening a new multimillion dollar revenue stream and transforming the company’s GTM offerings.

  • Established a scalable framework later used for more than fifty branded content campaigns across Vox’s portfolio.

  • Earned industry recognition as a finalist for the Digiday Content Marketing Awards for innovation in branded content.