ANNA RACHEL RICH
Elevating and growing brands
Rev: Insights-driven content
with personality
Our voice is how we inform, entertain, and connect, yet so much of what’s said goes unheard. Rev helps people understand the human voice with the world's best transcripts, video captions, and subtitle translations.
As Rev pivoted from high-volume commodity-based positioning to higher-value lifestyle branding, I developed social and cross-channel creative strategies to accelerate its next decade of growth.
organic social - paid creative - copywriting - influencer partnerships - art direction - fire memes
Make ‘em laugh and
you’ve got ‘em for life
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Making audiences pause, smile, and click boosts more than moods (see: brand affinity, conversions, LTV etc.). Humor is a shortcut to the holy grail of marketing: trust.
But to make someone laugh, you've gotta know what they care about. My main priority, way before content creation, was listening.
Customer interviews, qualitative feedback from support, and (especially) things overheard in social comment sections all fueled Rev's content machine.
Tailored and timely
Great listening extends beyond your customers. Tailored content is good, but tailored content that's timely and in conversation with pop culture? *checks notepad* Dench.
Which would you rather see in your social feed on May 26, 2023?
A brand post rallying off product features and benefits, assuming you're ready to convert right then and there?
Or a relatable meme that addresses your pain point--the tedium of manual transcription--and provides a solution with a cheeky mix of humor and pomp?
To summarize, a poem:
DIY transcription's
a royal pain,
but your creative
doesn't have to be plain.
One brand, one voice
Rev’s customer base is broad—from filmmakers and podcasters to educators, developers, journalists, and visionaries of all stripes.
Endless content opportunities. But with diversity in audiences came the risk of the brand feeling disjointed. We needed a larger, more nuanced visual system to mirror the complex suite of speech-to-text solutions.
In 2022, we elevated everything. Full rebrand. I worked closely with the team to implement the system, translating it into accessible marketing assets that looked great and converted.
Check out this rebrand deep dive I wrote.
Pillar talk
To reach the broadest audience without alienating core customer groups, I developed thematic pillars that shaped social calendars.
Example pillars included digital accessibility, captions in pop culture, AI thought leadership, product education, and customer UGC (Rick Rubin has entered the chat).
Beyond sparking new content ideation, these pillars were designed to support a dynamic system of demand generation, loyalty, and sales.
Social demands are always evolving, so staying agile was important. By combining this framework with an experimentation-first mindset, I could test, measure, and iterate effectively.
Education, meet fun
A match made in Rev-en.
Lights, camera,
caption
Rev's customer base was 750k strong and ripe for creative partnerships. Below are a few ways I used partner co-marketing in my growth initiatives:
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Launched an affiliate-slash-influencer program to incentivize brand promo with creators
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Led in-person brand activations (challenges, giveaways, etc.)
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Filmed and edited behind-the-scenes content and produced a Rev-on-the-Street video series for Rev-sponsored events
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Interviewed customers and partners for organic and paid social content
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Owned paper edits and scripting for partner video ads
Not to play favorites, but a few outstanding partners included The Sundance Institute, Seattle International Film Festival, Vimeo, Alamo Drafthouse.
sundance 2023
behind the scenes
Captions speak louder
We all benefit from a more inclusive society—one that’s accommodating while creating more shared experiences.
While there’s ample work to do to ensure equality for people with disabilities, it’s encouraging to see just how impactful small accessibility features like captions and transcripts are in peoples’ lives.
I had the privilege of partnering with disability advocates, d/Deaf writers, speakers, and filmmakers to better understand digital access and our shared collective responsibility to make communication more inclusive.
Rev's audience was keen to learn. Accessibility content was consistently our top-performing content; The Reel, "Going to Movie Theaters as a Deaf Person" was organically viewed almost one million times and received 77k likes.
Risk it for the brisket
Rev's paid acquisition team was tasked with scaling ad spend from $200k to $750k annually. Lotta cha, lotta ching.
So, in addition to lookalike and interest testing, bidding automation, etc. we needed creative to do some serious heavy lifting to show strong ROI.
*enter meat, marriage, and misteaks*
"Errors in ad copy, AR? Rev... touts accuracy."
I knowww. Stay with me.
Instead of telling prospects accuracy matters in captions, what if we made them feel the awkwardness of an error where it matters: ad headlines, marriage proposals... where the "steaks" are high.
Handing viewers a virtual red pen instantly turned them into active participants from passive scrollers. Comment sections were ablaze. Keyboard warriors with varying levels of discernment congregated... many converted.
"Marinade me" was Rev's best performing ad ever. Sky-high conversion, low-low CAC, and whole lotta spice in the comment section. Highlights below:
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I'm honored and humbled
you've made it this far
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Triumphant figures in 2023
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5 viral videos
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6-7% avg engagement rates
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3-5% MoM net new IG follower growth
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80k followers across socials
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5 on-site social activations at festivals (Sundance, SIFF, SXSW, Fantastic Fest, ACL Fest)
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2x Rev growth all-star (huzzah)
Those screen-weary peepers could use a break. Stand up and turn on this funky Christy Essein bop. Now, let's wrap on a triumphant note, shall we?