Integrated Campaigns

Top of Funnel Campaign, Free Fragrance Study

Goal: Create an informative and engaging free download to drive new leads and boost customer retention.

Process: I gathered data from our vendors to compile a study on fragrance trends that would be valuable to anyone making and selling home fragrance, candles, soap, or perfume. I drove traffic from paid ads to a landing page to capture new leads and used it as a gift with purchase for customers shopping for fragrance. New leads went into an email flow that included the download, a discount on their first order, and more content to reinforce why our fragrance oils are superior to competitors.

Results: Ads generated over 2,000 new leads at a $1.50 per lead. The email flow converted more than 20% of leads into new customers in the first 30 days.

New Customer Acquisition Ad Campaigns

Goal: Acquire new customers through vibrant video ads designed for Meta and TikTok.

Process: I collaborated with our creative team to storyboard these ads before filming. We tested several different creative strategies. I provided all of the copywriting plus editing feedback.

Results: These were the top-performing ads in their respective ad sets, driving the most new customers under the target CAC.

Multi-Channel Customer Acquisition Campaign

Goal: Drive new subscriptions to The Crafter’s Box.

Process: I created evergreen content and messaging focused on the ways crafting enriches your life, nourishes your creativity, and provides an avenue for self-care. I used a mix of static and video ads with and without audio that featured a variety of our most popular craft boxes. I captured leads on the landing page by offering a preview at our upcoming boxes and then nurtured those leads through an email flow featuring UGC and an offer for 25% off your first box.

Placement: Paid ads ran on Meta, YouTube, Google, and Pinterest. The email flow ran for 10 days after sign-up and featured 3 emails.

Results: 48% increase in new subscribers and a 6% reduction in customer acquisition cost.

Influencer Partnerships

Goal: Work with local micro influencers to promote San Diego Magazine events and Insiders membership program. Featured at right are samples from various campaigns for Sweat Event, Behind the Brands Party, Insiders, and the Best of San Diego Party.

Placement: Content was created primarily for Instagram (feed and stories). Influencers with blogs also created content for that platform.

Role: Negotiate contracts, provide assets, creative direction, repost content, and analyze results.

Multi-Channel Branding Campaign

Goal: Grow brand reach and readership (print and online) using vibrant photography and smart, voicey copy. Launch the new tagline: Live the #SDLIFE.

Placement: All San Diego Magazine channels (print, online, social, email), other local print publications, paid social, and merchandise.

Role: Strategy and campaign execution, and copy writing. Design by Hannah Rhodes.

Multi-Channel Subscription Campaign

Goal: Drive print subscriptions and grow readership.

Placement: San Diego Magazine print, online, email, and social channels, plus event display banners, paid social, retargeting ads, and other local print publications.

Role: Photoshoot art direction, copy writing and campaign execution. Design by Hannah Rhodes.

Multi-Channel Campaign, Best Restaurants Poll

Goal: Drive voting for the annual Best Restaurants reader poll.

Placement: San Diego Magazine online, email, and social channels plus distribution of assets to restaurants for use on their channels.

Role: Copy writing and campaign execution. Design by Hannah Rhodes.

Multi-Channel Campaign, Happy Half Hour Podcast

Goal: Develop a brand and drive listens for Happy Half Hour, a food and drink focused podcast.

Placement: Print and online display ads, and Instagram stories.

Role: Photoshoot, copywriting, and campaign execution. Design by Richie Gonzalez.

Email Welcome Flow

Goal: Welcome new subscribers to the Exquisite Weddings weekly newsletter with a series of emails that guides them into the wedding planning process and emphasizes the content and resources they’ll find on the website and in the magazine.

Placement: Series deploys each email 5 days apart and then rolls subscribers into receiving the regular weekly email newsletter.

Role: Copy writing, strategy and execution by me. Design by Rebecca Wilson.