Matt Tobey

Case study: #VMADNC

The request was simple: "Our friends at MTV could use some help promoting tonight's Video Music Awards."I had very little time and no budget, just Photoshop and a brain that had once been hit pretty hard with a baseball bat by my cousin Eric. But I made it work.Since the VMAs were competing against the 2012 Democratic National Convention, and Comedy Central's social media followers had a strong affinity for political content, I quickly created an organic campaign with GIFs that mashed up VMA nominees with prominent Democrats.There was Barack and Michelle in Rihanna's "We Found Love" video, Bill Clinton as Gotye, and Hillary as Nicki Minaj. But the one that went viral and continues endure to this day was Obama and Biden as Jay-Z and Kanye.The result: hundreds of thousands of engagements, millions of impressions, an iconic piece of original creative, and the reelection of Barack Obama, all of which I take full credit for.

Case study: Chevy social media

When the agency won the Chevy social media business, the pressure was on to get fast results. With my deep experience growing brands on social media, I was brought in as the lead copywriter. I quickly immersed myself in the unique brand identities of the vehicles in the Chevy fleet and coached the team on adapting traditional advertising best practices for each social platform.The result: A 100% increase in engagement, ecstatic clients, and continued business for years to come.

Case study: AT&T Premier revamp

As the content lead on the UX team tasked with creating a modernized human-centered website portal for AT&T's enterprise platform, I faced two big challenges.The first was creating an intuitive, pleasant, and accessible experience for all users. My team audited the content and design of dozens of pages, becoming an expert in every process along the way. I wrote and applied a style guide, removed redundancies and inefficiencies, and simplified the website top to bottom. To aid existing users, we created interactive visual walkthroughs for the most common tasks and built an in-depth help resource for every possible task.The second challenge was getting users to migrate from the legacy website to the new and improved one. By then, no one understood the benefits and features better than my team, so we created a holistic marketing campaign with animations and emails that effectively communicated the value of making the switch.The result: The new website was completed ahead of schedule and under budget, we received exceptional client satisfaction ratings, and our marketing campaign exceeded the migration goals.

2009 - Websites and Mobile Sites Comedy Nominee - Comedy Central's Indecision2011 - People's Voice Winner, Websites and Mobile Sites Blog - Comedy Central's Indecision2014 - Social Celebrity/Fan Nominee - The Roast of James Franco