ADT
ADT is synonymous with home security. But the brand needed a personality to represent it. So we chose Ving Rhames.
For my first few years at Publicis Groupe, as the lead social copywriter for home security giant, I filled the very large shoes of Rhames and used humor, rather than fear, to show that no one does safety quite like ADT.
My responsibilities, other than sounding tough, covered daily organic social content and copy, monthly content planning, event coverage, product releases, and customer testimonials.
2015-2017
Here are some of my favorite social samples.
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Without Our Blue Sign
Without ADT’s trusted blue sign in front of your home, you may be sending buglers the wrong message.
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Welcome Mats
How do you make a good first impression in a new neighborhood while also keeping your new home safe? This social series offered quirky and relatable messages on how to handle both, printed accordingly on doormats.
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How to Spot a Scammer
In addition to creating content that markets ADT’s services, we positioned the brand as the ultimate security provider with posts featuring free, practical safety advice.
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To a Thief...
Thieves look for certain clues when deciding if a home is worth breaking into. In this series, we address ways in which someone can attract trouble and why a blue hexagon is the best defense.
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Meanings on the Move
New home buyers and renters make up a good portion of ADT’s target market. We connected to this audience with a series that defined words through the lens of moving.
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Meanings on the Move
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Protect Your Pet
One thing that never fails to perform well on social media is animal content. This UGC series fostered high engagement from followers and maximum awwwwws.
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Don't Compromise on Security
How do you make something as cut and dry as home security entertaining? Make it funny, make it relatable, make it hit home.
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I've Got This
Using a copy formula of “From blank to blank, I’ll keep it safe,” this series allowed us to get specific and sometimes silly in listing the things ADT can help protect.
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Modes
The ADT Pulse app allows users to set up all sorts of modes for their connected smart home. The possibilities, like this series, are endless.
Shorty, we won an award.
Customer testimonials made up a good portion of our content. While most of these video posts told compelling, emotionally-charged stories in which ADT saved the day, we came across a more lighthearted example that deserved special treatment. We turned a real customer phone call into an animated short that ended up winning a Shorty Award for Best User-Generated Content.