Building Buddies
The complexities of developing a new rewards app for Blue Buffalo, post General Mills acquisition
Cross-discipline work is always a labor of love—it’s a complex weave at the heart of our work as creatives and marketers. But that work gets far more complicated when you’re dealing with multiple agencies vying for their piece of the pie.
That was the nature of the project for Blue Buffalo (now a General Mills brand). After Accenture quickly added multiple agencies to its roster, the in-house agency partnered with Droga5 and Fjord to create a pet app that was ownable and engaging—in under seven months.
As a contracted writer for hire, I was able to use my independent status to navigate the complexities of interagency politics. I could be a neutral party, a voice for the end user. As a result, I delivered intelligent, fun, and concise UX copy for the app's introductory and instructional text. I also contributed several longer-format blog pieces that advise pet parents looking for guidance.
While I have a pittie mix who sings my praises, my work was done in collaboration with Blue Buffalo's in-house animal experts to ensure validity.
