Campaigns
Holiday 2024
Overview: Help small businesses plans ahead to run highly-effective holiday campaigns. Efforts spanned Sales Enablement, Content Marketing, Demand Gen, Brand and beyond.
My role: I was brought in to write and lead content strategy for the 2024 Holiday Playbook, which was the focal point of cross-functional holiday efforts on a highly accelerate timeline. I oversaw or directly wrote copy for holiday projects across teams to ensure our messaging was cohesive, including a localized playbook for Vietnam and Thailand, multiple internal guides, edits to the landing page, email, video, in-product notifications and ads.
Results: Overall download rate was 23.6%(▲ 30.4% YoY), and the Meta Pro Download rate: 76.9% (▲ 324% YoY). Stay tuned for more detail.
Company
Meta, Small Business Marketing
Performance 5
Overview: Meta’s most comprehensive and integrated global small-to-medium business campaign to date; including 6-page website hub, 1 program overview video and 5 engaging educational videos, social ads, email, in-platform notification.
Goal: Create a significant brand moment around our bundled solution set to drive advertiser adoption of the Conversions API and other MarSci-validated best practices.
Results: This was the only Small Business Growth campaign to drive statistically significant CAPI adoption in 2022, and drove over $1.9MM in revenue in the first 28 days.
Company
Meta, Small Business Marketing
Overview video as the focal point of the campaign.
1 of 5 deeper dive videos explaining the Performance 5 tactics.
Ads that click to message
Overview: Encourage CPG, ecommerce, and retail advertisers to build lasting relationships on Messenger, WhatsApp or Instagram with click to message ads that drive engagement and online sales.
Company
Meta, Small Business Marketing
Mobile-friendly video ads
Overview: Drive adoption of Meta’s mobile-friendly video via best practices and a downloadable resources to create videos for higher performing campaigns (lower CPAs)
Tactics: 3-part learning series emails, downloadable PDF with landing page, social video ads, in-platform notifications
Company
Meta, Small Business Marketing
Skip the wilt guilt
Integrated digital campaign to increase brand awareness and drive in-store sales for Gourmet Garden, lightly dried herb products available in grocery stores. This campaign included cross-device rich media video, interactive ad units with local store locations, image recognition ads, and standard display.
Client
Gourmet Garden
