SOCIAL MEDIA influencer campaigns
BRILLI WELLNESS LIGHTING, 2020-2022
How does a brand showcase the internal health and wellness benefits of its products? Wellness benefits that are felt but not seen, including productivity, relaxation, restful sleep, and balanced circadian rhythm? By showcasing authentic people experiencing these health and wellness benefits, at home and with their loved ones. Through scene and setting, color, action, and in lighting.
For this project, I created concepts that spoke to the moment at present and the brand’s core customers to drive engagement. Concepts included: The New “WFH”: Wellness From Home, Soothing Storytime, Staying In & Staying Healthy, Better Sleep Boosts Immunity, and Waking Up to New Tech. In partnership with Covet PR, we selected influencers in target markets and pitched them on the best-suited concept. As a result, Brilli’s Instagram follower base grew by more than 1000% YOY (2020 vs. 2021).
FACEBOOK Collection adS, content campaigns
AllModern, 2018
How do you go beyond the standard product-on-white Facebook ad format? How do you not only engage and drive clicks, but also cross-sell and up-sell?
With stellar “how-to” content, and by leveraging performance data.
Through research, site and email analytics, we discovered that the most-engaging ALLMODERN product category of the moment was “Organization and Storage”, and the most engaging style was “Mid-century Modern”. Using these insights, we brainstormed “how-to” messaging and visuals that engaged the viewer throughout an immersive, full-page “Collection” ads, instead of a typical sales-heavy angle. These ads beat industry benchmarks, and kicked off a close partnership with Facebook where myself and the talented advertising team I managed, were asked to beta-test new Facebook ad formats.
