SOCIAL ACTIVATIONS
We deployed a range of content, including standalone posts and elements of larger campaigns and product launch ads, across paid and organic social media. We then transformed successful ads into organic posts or boosted them through paid channels. Furthermore, we conducted A/B tests between upper and lower funnel ads to determine which ones delivered the best results.
Role Title:
Associate Creative Director, Creative Director
Key Contributions:
Creative Direction, Art Direction, Content Strategy, Design Direction, Project Management, Cross Functional Partnership
Baby Jogger GT2 & City Tour “Eco Collection” Product Launch Social and Search Ads
The campaign aimed to highlight the sustainable fabric and premium features of the product. Each video was condensed into 8 and 10-second lengths, focusing on two product features per advertisement.
Stand-Alone Social Ads
These digital ads were components of brief promotions for our classic strollers, emphasizing either promotional offers or product features.
Paper Mate and Sharpie Social Ads and Stories
The stories and posts were integral to our organic social media strategy supporting the product launches for Paper Mate Scented Flair Pens, Sharpie Mystic Gems and Sharpie Creative Markers directing traffic to the PDP (Product Detail Page) on Retail.com platforms (Amazon, Target, Walmart, Staples, etc.), since they are unavailable for purchase on the brand website.
Century Baby “Our Happy Place” Social Campaign
The "Our Happy Place" campaign stands as one of the most extensive initiatives I've led for Newell's latest brand launch, Century Baby. Crafting over 30 advertisements across three distinct funnels, our emphasis lay on strengthening brand awareness, driving site engagement, and fostering conversion. Our aim was to demonstrate to our target demographic that parenthood need not be daunting, showcasing how our products facilitate seamless journeys to their "happy places" in both safety and style, with the added bonus of sustainability.
Graco TikTok House
I led the first ever "Graco TikTok House" initiative. Our marketing team aimed to revitalize the brand's image with trend-driven organic content, injecting a sense of fun into it. Instead of costly influencer collaborations, we embraced innovation. We leveraging talent from within the Graco team, with kids ages 4 months to 8 years old. Identifying the top five products, we crafted stories that showcased their features while being TikTok-friendly. Our target was to capture approximately 30 stories. Surpassing expectations, we ultimately produced over 70 stories. This venture proved highly successful, resulting in significant cost savings for the company while generating engaging content.