DYLAN KINGSFORD PETLEY

CONTENT CREATOR

I’M AN AWARD-WINNING WRITER WITH A THING FOR CHRISTOPHER HITCHENS, CARL JUNG, CRYPTOCURRENCIES, CONSPIRACY THEORIES, KIMCHI RAMEN & CHELSEA FC.

ALWAYS UP FOR A SEXY SIDE HUSTLE, MY BOOKS ARE OPEN FOR FILM, WEB & TV PROJECTS REQUIRING WORDS, STARTUPS TRADING IN EQUITY AND SOCIAL CHANGE ORGANIZATIONS SEEKING FRESH-SQUEEZED PRO BONO CREATIVE. LET'S GET DOWN.

/7-ELEVEN

The iconic convenience store brand wanted to refresh their Canadian digital presence by delivering experiences that engaged today’s twenty-somethings while still meeting aggressive ROI targets. I created copy that brought the brand back to the street with relevant content that contributed to the site’s personalization strategy. Results were immediate and revenue spiked sharply.
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/ROOTS

Working with Canada’s homegrown retail brand, I created content that facilitated a 3-click journey from homepage to checkout—copy complemented a newly-personalized environment built to remember customer styles, purchase histories and future interests. Since the upgrades, Roots.ca has seen a marked increase in online sales.
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/KEURIG

As part of the global update to keurig.ca, I created dynamic content to complement the site’s improved responsivity, UX and optimization. I also wrote copy for the coffee giant’s digital campaigns, from onsite messaging to IABs and 1:1 comms. After the upgrades to the site, Keurig’s mobile conversion rates increased 250%.
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/iDEVICES

I was appointed CMO at iDevices to induct the iGrill into Apple’s MFi Program, as well as to run brand development and oversee their global advertising campaign. During my tenure, the wireless cooking therometer won the Bluetooth Best of CES Award in Las Vegas and was touted by The New York Times as, “the hottest product at Macworld”.

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/TELUS

Currently, I create 1:1 comms and mass campaigns for TELUS across all their business units, including Internet & Home Services, Smarthome Security and TELUS Health. *SAMPLES PENDING LEGAL APPROVAL
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/HYUNDAI

A sales tool for dealers, the Hyundai Dealers App facilitates shared-screen dialogue so customers can discover model lineups, discuss pricing and features, plus view comparisons between Hyundai and competitor models. I created a user journey that guides customers down the sales funnel and out of the showroom with a brand new Hyundai.
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/ROYAL ROADS UNIVERSITY

As part of their global rebrand, the renowned university required fresh content to increase admittance and promote their focus on applied and professional degrees. I wrote web copy for their Program Pages, including Education & Technology and Environment & Sustainability.
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/TOURISM SURREY

I refreshed the website copy for Surreytourism.ca, and was part of the team that created ground-level campaign concepts for the DMO to activate community pride and drive visitor numbers. This video spot for ‘True Surrey’ was an intstrumental part of the campaign.
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/ICE PILOTS NWT

Working with the History Channel, I was part of the gamification team that turned the Season 2 promo of the Gemini Award-winning reality series into an online game that connected viewers through a site-wide scavenger hunt. The game took off and was a large factor in viewership growth for subsequent seasons.
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/BLACKCOMB AVIATION

Western Canada's largest helicopter charter company also happens to possess a fleet of luxury jets. I wrote this corporate video spot to capture the class, panache and convenience of taking the high road.
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/THE WELLSPRING FOUNDATION

The Wellspring Foundation for Education is a non-profit organization that builds and runs schools for the children of war-torn Rwanda. I wrote this video spot as part of a successful fundraising campaign.
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/SAUDER SCHOOL OF BUSINESS

Every year, the Sauder School of Business hosts the Family Legacy Series, an opportunity to gain insight into the inner workings of some of Canada’s most successful family businesses. I wrote and produced this video that aired at the gala for honouree Robert H. Lee—Vancouver’s famous real estate tycoon.
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