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YOU MADE IT. WELCOME.

Brooke Randel


ACD Writer

WORK

For the Fans
Move the World
Hungry, Hungry Humans

Interesting is Good

Color You Can Hold

Big Mood Gifting
Tech, Explained
Chocolaty Fortunes

Undead Dept. Store

Snapchat Super Bowl

Headline City




BIO
Brooke Randel is a writer and ACD in Chicago. Everything she writes, she writes with wit, curiosity and a red pen at the ready.

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DIGITAL CAMPAIGN: ECOMM, SOCIAL

Undead Dept. Store


When young online shoppers think of Sears, they tend to think the brand is dead as a doornail. So my team set out to shake up these misconceptions and show off all Sears' online offerings. How?





Launched in time for Halloween, sears.com/zombies became the ultimate one-stop shop for the undead. I wrote the copy for this immersive experience, including ads, video scripts, cross-department promotions, a gift guide and the voice of a spokeszombie on Twitter. The site also featured a “Zombian” translation feature where the user could turn the entire page into grumbles and grunts.
Whatever Sears offered, so did Sears Zombies, but tailored to the undead market. Because whether you're a horror fan or just horrifying, online shopping should be easy and enjoyable.








Recognition:


PRSA Bronze Anvil for Word of Mouth Viral Marketing

American Business Awards Viral Marketing Campaign of the Year


Results:

50,000+ page views in a week
2 min. avg. time on site
144,000+ video views in a week
780+ twitter followers in a week
5,000+ social media mentions in a week
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