social media marketing
Case Study
Category-level awareness
As an employee, I managed and executed on digital strategy for a national category-level financial services awareness campaign
Teams
Agencies
Operations
Strategic Engagement
Tactics
Paid Media
Organic Social
SEO
The numbers
During my time in this role, I managed over $20M in ad spend, growing from 2 to 24 markets, attracting millions of website visitors while delivering nearly 1 billion impressions.
Managing a 2020 early pandemic creative revamp I consolidated work down to 1 agency, cutting CPMs nearly in half and therefore raising impressions and frequency. This was crucial in an awareness campaign that needed to get the attention of already distracted consumers, and resulted in a more than 200% increase in brand awareness according to platform brand lift studies.
Million spent
markets
million site visitors
Strategic Process
This case was unique a combined nationwide effort by these types of financial institutions of this scope and scale had never been attempted.
This campaign was already underway when I joined the team, so much of my strategic process was built around what already existed.
Limitations included agency and stakeholder contracts, three years worth of already produced creative, and a campaign that was meant to be fully national becoming a region-by-region effort that still needed to be cohesive and effective.
Timeline
Immediately I began a general assessment, which triggered areas to monitor and assess over the first 6 months.
Strategy
Use the resources at hand to scale a campaign strategy and process so that the advertising program could grow while our team stayed small and mighty.
Creative Production
The creative was already produced, although it would soon face scrutiny due to national events and a global pandemic.
Audience
The overall audience was clearly defined, although a regional approach to engage them was necessary.
Campaign Execution
Although I was the Director of Digital Strategy, I was hands-on with much of the day-to-day work to make this campaign a success.
Manage Agency and IT Partners
Create & Post Organic Social Content
Provide Analytical Insight
Facilitate Reporting
Deliver QBRs
Lead Strategic Engagement Team
Other Recent Work
Check out more examples of my work:
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