Dawn Richiell

Discover how a traditional event marketing program evolved into a strategic account-based marketing initiative. By aligning sales and marketing, replacing broad trade shows with targeted executive roadshows, and integrating thought leadership across every channel, the result was a scalable field marketing strategy focused on quality engagement and business growth.

Imagine an app where you can chat with friends, pay for a taxi, read the news, buy gifts, and even send a traditional holiday red envelope —all without leaving the platform. That’s exactly what Weixin (known internationally as WeChat and pronounced Way-Shin ) did for millions of users in China, and it’s a perfect example of how understanding your audience can turn a social media product into a daily habit. By combining cultural insight, convenience, and fun, Tencent didn’t just build an...

When a viral Facebook meme encouraged women to post their bra colors “to make men curious,” participation skyrocketed — but clarity didn’t. In this case study, I examine how the Breast Cancer Meme generated massive engagement while failing to clearly communicate its cause. Through personal experience, screenshots, and social media theory, I explore the gap between virality and impact — and what marketers must do to ensure creativity aligns with strategy.