Campaigns
A distinctive presence is crucial to driving brand awareness, elevation, and conversion. By closely collaborating with senior art, photo, and design directors, I’ve led the compelling storytelling behind countless campaigns—supporting critical business goals with rich, data-driven creative.
Product Features
Boll & Branch:
Fall Bed Blanket Activation
Crafted a top-to-bottom funnel campaign to support rapid growth in this product category, reimagining the current assortment to offset a lack of newness. Each asset is rooted in distinctive style and sensorial benefits, with tailored messaging for retention and acquisition audiences.
Retention Emails
Rich storytelling for those who know and love the brand, with an affinity for educational content and hyper-focused product recommendations.
All Audiences Landing Page
Designed for a cohesive experience across both audiences, strategically merging light-touch and in-depth modules in one easy-to-shop page.
Acquisition Paid Social
Drawing new customers with bold headlines and sensorial imagery, with variants designed to capture both style and sleep-driven audiences.
All Audiences Collection Pages
Ensured continuity across all bed blanket landing pages, revamping existing ones with cohesive style tips and sensorial messaging.
Promotions
Boll & Branch:
Black Friday/Cyber Monday
This is the biggest sales event of the year, and shoppers are flooded with more offers than ever. From brainstorm to execution, I’ve led the last five Black Friday campaigns with creative that’s thumb-stopping, unique to the brand. and supports critical business objectives.
Blast Emails
Showcased the offer in bold-yet-elevated ways, with magazine-inspired heroes, emotive support copy, and tried-and-true product grids.
Product Spotlight Emails
Utilized consumer data to craft hyper-targeted affinity emails, highlighting the rich value props of collections they’ve shown repeated interest in.
Dedicated Landing Pages
Created special landing page experiences for exclusive Black Friday offers, capturing quick-moving shoppers with everything they need to know, all in one place.
Direct Mail Creatives
Used strategic copy placements to merge a myriad of messages—showcasing multiple offers, exclusivity language, product and brand benefits, and legal disclaimers.
Produced Audio Scripts
Wrote multiple iterations from scratch, hooking listeners with thought-provoking leads, urgency language, and the promise of a better night’s sleep.
Paid Social
Crafted 400+ ads for the 2024 sale alone, each using unique copy and design elements to target specific audiences, platforms, and actions.
New Product
Launches
Boll & Branch:
Plum Color Activation
New products are an invitation to reshape your world, achieve aspirations, and bring emotional fulfillment to everyday moments. To introduce color newness like Plum, I drew on those deep desires, and built a world where indulging is effortless.
Blast Emails
Utilized a rigorously tested newness structure, leading with a tight, digestible headline and highlighting product inspiration and styling tips as secondary content.
Influencer Partnership Email
Integrated social proof from gymnast-turned-influencer Shawn Johnson, crafting a story that felt natural, cohesive, and on-brand for every stakeholder.
Paid Social Assets
Paired emotive language with sensorial imagery, inviting customers to transform their most cherished space.
Influencer
Activations
Recommendations from influencers like Julia Marcum are driving more sales than ever. To successfully launch products in partnership, I ensure the right questions are asked, the most compelling narratives are told, and the content is thoughtfully tailored to each platform.
Boll & Branch:
@chrislovesjulia Campaign
Blast Emails
Merged on-brand narratives with the unique story, experience, and voice of this influential figure.
Organic Social
Crafted IG creative with bold, aspirational headlines that excite mutual followers while remaining inclusive to all viewers.
Paid Social
Ensured the success of this campaign by combining urgency messaging, pointed recommendations, and name recognition.
Landing Page
Created a cohesive landing page experience to draw readers deeper into the story, painting an aspirational world they can effortlessly create.
Special
Events
In a world where digital dominates, moments of human-to-human connection become more meaningful than ever. Events like sample sales and new store openings help build personal connections with untapped cohorts—beginning with warm, exciting invitations they’ll instantly RSVP to.
Boll & Branch:
Sample Sale
Geotargeted Emails
Used consumer data to target local audiences, with messaging geared toward leads who view cost as a barrier to entry.
IG Stories
Extended the invite to all followers, exciting those who live nearby and encouraging others to stay engaged and keep checking back for local events.
Store Barricade
Prioritized visuals that immediately grab pedestrian attention, and used the limited copy blocks for key logistics and core brand messaging.
Physical In-Box Creative
Built first-time customer loyalty with an additional offer, designed to reiterate brand benefits and drive traffic to brick-and-mortar locations.