Marketing campaigns

A good campaign needs to tell a cohesive story across ALL channels - social, email, blog, ads, and website. you need teasers to get people excited and create high quality leads, you need a compelling launch that follows through on the promise, and you need to follow up to keep it top of mind. I have a vast amount of experience launching new products and brand initiatives, with a tried/true playbook I can tweak for any unique situation. Here is one example: 

Campaign Overview:

In the Summer of 2023, Cloth & Paper, a luxury paper planner company based in Richmond, VA, was about to launch their most ambitious collection yet: The Heirloom Collection. Handmade in Spain, this collection of leather folios attempted to capture a new, higher price point customer, as well as convert existing customers into a new tier of product. Along with this collection, they launched a set of premium notebooks, called the España collection, designed to work in tandem with the Heirloom folios. This was the first cohesive product launch that Cloth & Paper attempted, and it resulted in the best single revenue day of their business history, beating out all past Black Friday/Cyber Monday sale days. I was responsible for all pieces of this campaign, including channel strategy & planning, creative direction, copywriting, email strategy, and website landing page designs.

Creative Assets:

• Collection Landing Page: The first of its kind for Cloth & Paper, we created a dedicated landing page for this collection that told the product story, easily navigated to the product purchase pages, and displayed a gorgeous photography collage to produce all the feels. Before it was the collection landing page, this URL was live with a “Sign up to be the first to get notified when the collection is live” CTA. This group was given access 2 hours before we launched to the larger audience, and subsequently sold out about 26% of the inventory.

• Social Media Posts: Each channel received it’s own special launch asset, as well as UTMs so we could easily track performance post launch.

  • Teaser post for Instagram and Facebook

  • Launch posts for Instagram, Facebook, TikTok, and YouTube

  • Follow up posts for Instagram and Facebook that led to a dedicated blog post around the creation of the Heirloom Collection and España Notebooks - note that the entire collection almost sold out in a matter of days.

• Email Marketing:

  • Launch Email that introduced the Heirloom Collection to Cloth & Paper customers.

  • Follow Up Email that continued to promote the Heirloom Collection while also promoting the blog post and YouTube video about its creation.