Brand & marketing strategy, UX design, and creative direction.
Brand & marketing strategy, UX design, and creative direction.
Marketing strategy, creative direction, art direction, copywriting, graphic design, web design. 2021 Addy winner, Judge’s Choice.
Humanity & Inclusion (HI) is a global aid organization helping disarm and clear landmines around the world. Armed with a modest budget, the new U.S. affiliate needed to build awareness among American audiences.
I devised a marketing strategy that prioritized campaign performance during “peacetime” (the toughest time for HI to fundraise) and focused on a/b testing. We crafted three distinct campaigns, each designed to mix messaging, SM platform and audience.
Results: 16% CTR (yep, sixteen) and 800 conversions on a $5K spend ($6.25 CPC).
How do you get a message to cut through today’s endless scroll? Hijack the medium. By exploiting the “fast fashion” aesthetic of social media, we confronted users in their feed. Wardrobe combined imagery and copy that wakes people out of their stupor, driving home the current outcomes of conflict.
Long after conflict has subsided, survivors bear physical and psychological trauma for the rest of their lives. The POW concept told the innocent stories of how war can be a prison long after it’s over. This art direction was our conservative approach, aimed at quickly driving empathy in older audiences, which research showed responded well to images of people and children.
It should be common sense to help those in need. We contrasted everyday common sayings with the realities of conflict, exaggerating the disconnect between our comfortable lives and those suffering from conflict. Bold type was chosen to interrupt a user’s photo-heavy feed and by illustrating the text, we were able to bypass Facebook’s limits on image word count.
Integrated tracking was essential to compile what worked across demos, interests and psychographics. 3 campaign concepts with tiered messaging, pushed across 3 channels and tiered to individual landing pages, gave us a system of 45 tests. Tweaking imagery, CTA’s and placements, we were able to reproduce a repeatable recipe for success.
The results? Whopping 16% CTR and 800 conversions on a $5K spend ($6.25 CPC).