Yelp Playbook

After finishing Yelp Onward with our agency partner Giant Spoon, I reorg'd Yelp's internal creative agency, Y! Creative, into five teams aligned to specific parts of the customer journey (Brand perception & Consideration—Consumer, Growth, Profitability, and Platform Engagement). Each team shipped, learned, and iterated against playbooks. We created these playbooks to ship smarter, faster, and better creative inside Y! Creative and with our vendors. These playbooks included our brand and creative strategy. Our Creative Strategy outlined our brand idea platform and comms framework, showing how to message and place media (Video, Audio, OOH, Social, etc.) at key customer journey stages. Our brand guidelines included do's and don'ts, voice and tone guidelines, and key templates for all elements of our 360 campaign.