Chili Piper

Overseeing the strategy, creative direction, and execution across video, social, podcasts, and any other crazy ideas to keep our brand top of mind.

- Built a video playbook generating 3,900,000+ organic views.

- Grew organic social impressions by 11% in under three months, driving 200,000+ monthly organic impressions.

- Led creative direction for messaging, viral social ideas, guerrilla marketing at events, and memorable OOH campaigns.

- Created the podcasting playbook for Demand Gen Chat, acting as executive producer and editor across three seasons, two separate hosts, and 50,000+ downloads.

- Responsible for sourcing and managing influencers as well as leading a mixed team of employees and freelancers to meet and scale content goals.

- Reduced average project turnaround time by 25% with A.I.

Tl;DR - I help our brand stand out and be remembered when the timing is right across multiple channels and stages of the funnel through creative problem-solving, effective brainstorming facilitation, and proven storytelling methods. On top of that while executing with quick turnarounds, minimal budget, and efficient processes.

Head of Video, Social, and Creative Content 

Head of Video and Creative Content

Video and Creative Lead

Videographer

AudiencePlus

Advisor

Clever Marketing

Clever is a fully remote marketing agency based out of Atlanta, GA helping brands and non-profits accelerate growth, sales, and event registrations. I was recruited directly by the CEO to help improve marketing efforts by streamlining systems, improving workflows, and by working as a creative marketing producer.

Marketing Producer

Pushpay

Supported the sales and marketing department at a fintech SaaS startup through marketing campaigns, video production, and live-webinars. 
Shortly after stepping in my role, the Chief Ambassador said a video campaign that I created was the best that they had released in Pushpay's 8-year history.
I pioneered new techniques and strategies to streamline marketing workflows and deliverables. 
Wrote, produced, directed, and edited marketing pieces with allocated budgets to align with product releases while maintaining brand voice and messaging.

Video Marketing Specialist

The Father's House

Led a team to continually meet short deadlines and execute on marketing projects from concept to delivery.
Leading creative strategy for campaigns, and overseeing the creative direction of cross-department collaboration.
Developed marketing strategy for video and digital campaigns with an annual audience reach of 800K.
Streamlined workflows by building project management systems and automations.

Video Department Manager

Hillsong Channel

The Hillsong Channel was launched in under 6 months, complete with original programing I was a creative specialist working on the development and launch teams for the brand new OTT/Traditional TV channel.   
I was an editor on multiple television shows, production assistant to show directors and producers, operated broadcast switching systems, operated cameras in both post and live environments.

Creative Specialist

Hillsong Church

Key leader in a fast paced film and communications department, interning with creative directors, editors, directors, and project managers.
I lead video teams, filming and editing for various ad campaigns, operated live broadcast cameras, and trained new interns on production standards.

Creative Intern

Head of Video and Creative Content at Chili Piper 🌶 | 60 Second Marketing ⏱

Tl;DR - I help our brand stand out and be remembered when the timing is right across multiple channels and stages of the funnel through creative problem-solving, effective brainstorming facilitation, and proven storytelling methods. On top of that while executing with quick turnarounds, minimal budget, and efficient processes.

500,000+ total organic impressions and counting...

Yesterday we posted a fake RTO mandate for Chili Piper's April Fools prank and it went crazy viral.

And the even crazier part is we put the entire campaign together in less than 48 hours!

Here's how it all came together...

On Wednesday last week, Nicolas Vandenberghe had an idea to do a spoof RTO mandate that would move our whole company to Chili, NY (a real town, but is pronounced Chy-lie), later that day we then defined the idea a bit more as a team async over Slack.

For the office images, I turned to AI to start visualizing what the sad new office could look like. My goal here was to land on images that felt real rather than crazy since the majority of the joke was in the copy, and with AI it's easy to go too crazy which would give the joke away too quickly before even reading the post.

To create the press release I brainstormed in ChatGPT to land on copy that started off sounding pretty convincing at first, and then slowly got more and more unhinged as it unfolded. Then Madeleine Work and I did some editing to the copy to make it sound more like us and less like AI.

For the employee takeover, Madeleine Work and I took turns writing sample posts for our Pipers to use. But instead of just giving them the same images that would used for the main post, I gave them instructions on how to change their location to Chili, NY, and then use a screenshot of their new location on their profile as the photo to go with their own posts.

For the main Chili Piper post, I wrote the hook and introduction to the full press release, and then a short conclusion and an ask to make some local recommendations for Chili, NY for our employees.

To get everyone aligned and on board with the campaign, I put all of the content into one big Google doc that explained the initial idea, had the full brand post with the images, instructions for Piper on how to change their LinkedIn locations and to take a screenshot, and the sample posts they could use to inspire their own posts.

Then finally on Friday afternoon, I sent a message to the whole company announcing the April Fools campaign along with the link to the doc, and I also scheduled a company-wide calendar hold for Monday to remind everyone to post after the Easter weekend.

Looking back I think this project was a great example of:

1. The power of async team collaboration
2. The importance of exercising restraint when using AI
3. How creativity can be your brand's secret weapon

So that's how we turned the entire campaign around in less than 48 hours!

Now what about the why? 

Later this week I'll be posting on why I think this went viral.

But until then let me know what you think, why did this specific idea go viral?

💡 Nolan McCoy

Four hours of sleep, three shots of espresso, and two planes later…

I’m in NYC and stoked for Goldenhour tomorrow!

Not only am I looking forward to all the sessions (which is rare for events these days)…

But I’m super excited to see and network with probably the highest concentration of

- Chili Piper coworkers of both past and present
- Friends I’ve made here on LinkedIn
- And some of the smartest minds in content marketing right now

Feels like a golden opportunity if you ask me. 

Sorry not sorry.

If you’re here, let’s connect! And if you couldn’t make it, check out the free online experience!

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