Shaunna Keller has joined communications agency, Brand Content, as Digital and Social lead from Skullcandy Inc., where she spearheaded all digital, social and content strategy for the global consumer electronics brand.
“I am excited to join the passionate team at Brand Content and bring our expanded capabilities to clients who are hungry to push the envelope in their approach to digital and social marketing,” Shaunna says. “We are re-imagining the agency’s role with brands – and focused on building ideas that are rooted in social insights and behaviors.”
As anyone in digital knows, you have to constantly prove your value and why what you’re doing matters to the bottom line. To some that’s daunting, but to Shaunna, it’s a thrill. “Working on things that don’t have an established set of rules, that’s where the magic happens.”
Shaunna re-imagined Skullcandy’s global social media strategy, putting consumers at the heart of it. By emphasizing conversations that mattered to people and amplifying user generated content, Shaunna helped the brand to double its Instagram followers, attract 2 million Facebook fans and, most importantly, triple sales from social channels.
A champion of new media with an aptitude for fusing smart partnerships, Shaunna pioneered a Facebook live concert series featuring emerging indie artists with Google Play Music and YouTube. She also led a beta program for branded chat bots on Kik, gamifying a contest experience for users with Lionsgate and Hunger Games Mocking Jay Part 2.
Beyond that, Shaunna built a product customization program featuring made-for-women headphones that were solely released on digital platforms, partnering with social stars and brands including Urban Decay, Minkpink and Sony Music.
Working in digital, where things are changing so fast, “it’s kind of cool being in on something other people aren’t or haven’t thought about in a new way yet,” Shaunna says. “You get to show them the way, help them re-think what could be and all of the possibilities. If you do a good job and get great business results, people start to really trust you.”
Shaunna spent a majority of her career accelerating the content program at Skullcandy, including reinvigorating Skullcandy’s editorial hub, Stayloud. Leading a mobile-first site redesign and “shoppable content” focus, the blog refocused its approach to spotlight tastemakers instead of brand moments, building up a cult readership within various music, sport and culture niches.
“We feel very fortunate to have Shaunna join the agency to work with our clients and help accelerate our growth plan,” says Doug Gladstone, Brand Content CEO. “Shaunna brings an incredible depth of knowledge and experience to our expanding digital and social capabilities. Her leadership has already made an impact in week one.”
Shaunna will work on the HP Hood business across multiple product lines including Milk, Sour Cream, Cream, Cottage Cheese, Ice Cream and Novelties and the Heluva! Good business, both domestically and internationally. She will also work on the agency’s spirits portfolio brands, for Diageo among others, and will have a large hand in the agency’s pro bono division, leading the charge for the non-profit organization School the World. Additionally, Shaunna will lead DrinkingInAmerica.com, the agency’s proprietary consumer insight tool and editorial hub for the spirits category.