I have led the art direction and implementation of high performing brand and performance campaigns spanning across many integrated marketing channels.
Daymond John Partnership
Content Campaign For SMB's
Content Campaign For SMB's
An above average social engagement rate of 3.6% over 5 months.
Overview
Rocket Lawyer partnered with Daymond John, the founder of FUBU and star of Shark Tank, to create a series of educational videos for entrepreneurs and demonstrate the benefits of a Rocket Legal+ annual membership.
Solution
I created the theme "The Pros of Business" to highlight the pros and cons of starting a business and what to watch out for, to ultimately give our members the legal confidence they need. We reached out to business owners across multiple channels to promote the videos and our products.
Result
I worked really close with our content marketing team to create, edit and deliver this campaign, in a short amount of time. I also had to manage many details and approvals to align with cross-functional partners. We saw great engagement, especially with paid and organic social.
Deliverables
Campaign Strategy / Website / Video Editing / Email / Paid & Organic Social / Motion Graphics
Campaign Strategy / Website / Video Editing / Email / Paid & Organic Social / Motion Graphics
RocketTax
Product Launch GTM Campaign
Product Launch GTM Campaign
A new strategic positioning brings higher engagement and a lower CPA.
Overview
Rocket Tax is the tax prep and filing service through Rocket Lawyer. During the 23-24 Tax season, we needed a revised advertising campaign to promote the service and sell tax packages as an add-on service to the annual membership.
Solution
My approach was to elevate the value of using Rocket Lawyer to file your taxes and speak to the truth that tax issues are essentially legal issues, so why not get both covered with an annual membership. Expressing the verbal feelings of tax time, provided a fun and scaleable ad campaign across multiple marketing touch points.
Result
This campaign creative drove higher engagement, conversions and a lower CPA to other creative tests we performed.
Deliverables
Copywriting / Advertising / Email / Web / Branding
Rocket Lawyer
SMB Brand & Performance Ad Campaign
SMB Brand & Performance Ad Campaign
35% increase in branded search, 15% growth in direct traffic & 4.8% increase in trial conversions.
Overview
To connect with small and mid-sized businesses, we launched the "Work Confidently" campaign. This omni-channel effort, created with our marketing team and a top video agency, aimed to boost trial starts and enhance brand recognition.
Solution
We focused on our key SMB customer segment and created three commercials highlighting different stages of starting and running a business. The characters portrayed confident business owners with Rocket Lawyer by their side who are experts in their business, but not so much with the legal stuff. I was hands-on throughout the process, from script editing and on-set art directing to digital marketing and landing page designs.
Result
We staggered the release of each video and marketing effort to spread out the investment, giving the campaign more longevity. Within a year, Rocket Lawyer saw a significant increase in direct traffic and a substantial lift in branded searches.
Deliverables
CTV Commercials / Paid & Organic Social / Web Landing Pages / Email / Content Marketing / Pandora / GDN & PMax Ads
Four Vines
Integrated Ad Campaign For Rebrand
Integrated Ad Campaign For Rebrand
A rebrand with a bold story and eccentric group of wine personalities.
Overview
Purple Wine + Spirits embarked on a radical rebrand of Four Vines to highlight the diverse personalities of each varietal and create a more engaging brand story. Since each varietal had its' own persona, what was the Four Vines brand as a whole?
Solution
I worked with the Purple marketing team to create a marketing campaign that unifies each SKU under a single idea allowing for singular marketing message. The positioning statement of "If the wines could talk" implies a sense of place, however eludes to the rebellious characters of the wine and creates an empty canvas for future campaigns.
Result
The campaign helped put a face to the new package design and positioned Four Vines as a forward-facing brand creating excitement among sales, distributors and customers. I worked closely with the Purple marketing team to implement the marketing assets within a short timeframe.
Deliverables
Campaign Strategy / Advertising / Website / Video / POS / Photo Art Direction