SOCIAL MEDIA influencer campaigns
BRILLI WELLNESS LIGHTING, 2020-2022
The Challenge
How does a brand showcase the internal health and wellness benefits of its products? How does a brand convey wellness benefits that are felt but not seen, including productivity, relaxation, restful sleep, and balanced circadian rhythm?
The Strategy
For this project, my approach was to speak to the current moment (the peak of COVID-19, home isolation, and a desire to stay healthy). I developed concepts and stories that showcased authentic people experiencing the health and wellness benefits of Brill lighting, at home and with their loved ones . Brilli’s wellness benefits and how the light made the subjects feel were conveyed through scene and setting, color, action, and of course, through the lighting.
These successful 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. Accompanying emails on these topics were also deployed to existing customers.
The Results
Brilli’s Instagram follower base grew by more than 1000% YOY (2020 vs. 2021).
FACEBOOK Collection adS, content campaigns
AllModern, 2018
The Challenge
How do you go beyond the standard product-silo Facebook ad format? How do you not only engage, drive clicks and sales, but also create brand affinity by offering something of value to the reader?
The Strategy
Through research, site and email analytics, my team and I 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 content-driven “how-to” messaging and visuals that engaged the viewer and provided value-add “tips” on how to make their space (and themselves) feel better.
The Results
These AllModern ads beat industry benchmarks, and kicked off a close partnership with Facebook (Meta) in which the team I managed was asked to beta-test new Facebook ad formats in the future.
