Storytelling with video
Ready to Care by Home Instead was looking for an engaging way to spread awareness about loneliness and isolation among older adults. The Nicest Thing video launched on social media to celebrate Random Acts of Kindness Day by encouraging people to reach out to seniors in their community.
Responsibilities
Concept
Scripting
Creative direction
Outcomes
183% more views than average brand videos
45% higher view duration than other organic brand videos
Deliverables
The Nicest Thing video
Senior loneliness and isolation isn’t an easy topic to broach, but Ready to Care by Home Instead was determined to drive change in communities across North America. So, I put my thinking cap on, and The Nicest Thing video was born.
I worked on the concept and scripting of this video. My vision was for something quick and attention grabbing that could lead into a simple call to action – do something nice for an older adult you know – while also educating on the epidemic of loneliness among the older population.
Then, I worked alongside our talented video production team to refine the concept, cast the talent, choose the music and creative direct through to completion.
“Lauren is an excellent collaborator with a cool and collected attitude towards any challenge that comes her way. She has a talent for strategy and adeptly drives high performance execution on projects while maintaining a steady vision for how every puzzle piece fits together in the larger marketing strategy. Beyond the high-level skill in her work is her collegial spirit. Lauren is an enjoyable person with a sense of humor and readily welcomes differing opinions, guiding others to great outcomes.”
Andrew Nelson | Senior Manager, Marketing and Brand Multimedia | Home Instead, an Honor Technology company
Learn more about me and my work
Hi, I’m Lauren — a marketing pro with more than 10 years of experience leading strategic, product, content and digital projects and empowering teams to produce their very best work.
