MARKETING CAMPAIGNS THAT DRIVE 🚀🚀🚀
LOWER CAC BY TESTING CREATOR ADs
Campaign: Create 100 pieces of UGC content with TikTok creators & Instagram influencers
Objective: Increase ad performance via increased CAC and conversion rates.
KPIs: CAC, Direct Revenue, CTR
Results:
Drove CAC down from $80 to $40 (a 50% optimization)
Creator ads outperformed regular ad creative by 2x
Drove $500,000 in additional sales for Bev 4-Packs
THE OLD GAYS x HALLE BERRY x BEV
Campaign: Launch a Pride campaign to drive sales of “Pride SKU”
Objective: Sell 20,000 units of Pride SKU via TikTok and Instagram
KPIs: CAC, Direct Revenue, Media Impressions
Results:
Sold-out launch of limited edition Pride SKU at 20,000 units
$20,000 donation to WayOUT
10,000,000 impressions on TikTok via The Old Gays
Campaign featured as “5 Best Pride Campaigns” in AdWeek
TIKTOK STRATEGIST FOR BRANDS @ BARNETTX
Skechers: “Discover A New City On Foot With Me” NYC Part 1-5, Austin Part 1-5, 7 Best Bagel Shops in NYC, 3 Parks For A Picnic
NeueHouse: Sell 20,000 units of Pride SKU via TikTok and Instagram
Krave Jerky: Here’s The Story Of How I Sold My Business & Then Bought It Back 5 Years Later…
DRIVE APP DOWNLOADS VIA SECRET SHOW WITH DIPLO
Campaign: Organize a secret show only accessible to people with the Uber app
Objective: Drive a 2% increase in app downloads week over week
KPIs: Cultural Relevance, Buzz, Impressions, App Downloads
Results:
Drove a 3% increase in app downloads week over week
Crashed the Uber app for 10 minutes because it was so popular (oops!)
Partnered with Product & Eng to implement changes to make it scalable
10,000,000 impressions on Instagram and Twitter
Campaign featured as “5 Best Pride Campaigns” in AdWeek
ELLE x BOSSBABE PITCH CONTEST
Campaign: Launch a year-long partnership with ELLE across print, events, a clothing line at retail stores, and social content to celebrate women in entrepreneurship.
Objective: Brand alignment with a globally recognized brand with a target audience of 40,000,000 worldwide.
KPIs: Social media engagement. contest applications, email subscribers (which then converted into revenue from product upsells & ad revenue)
Results:
20,000 leads with 60% conversion to customer (internally valued at $600K)
A full-page spread in ELLE
Positioned BossBabe as a break-through brand
Notes: Owned marketing communications including monthly partnership email newsletters, creative + sign-offs on print collateral for a full-page spread in ELLE magazine, coordinated display ads on ELLE.com, owned business development contract negotiations, and secured a $250,000 budget from ELLE to promote the campaign as our bootstrapped startup didn’t have a large marketing budget at that time. Owned tech & development of partnership landing page that drove 100,000,000 impressions. Oversaw internal content creation for social.
Dress up the Uber App for Halloween
Campaign: Create an interactive experience by letting riders and drivers choose what the in-app “car icon” will look like during Halloween weekend by commenting their favorite emoji on social media and voting on our email marketing campaign.
Objective: Become a top-of-mind brand leading up to busiest ($$$) night of the year.
KPIs: Social media engagement (emoji comments), in-app sessions, votes in email
Results:
+ 1.3% stat. sig lift in sessions to Uber app
43K votes in email, 1400 reactions on Facebook post
>100 organic tweets of people who shared screenshots of app
Notes: Worked with Product and Ops to implement change in real-time, partnered with Brand Team and Trademarks Legal to create emojis, creatively repurposed survey email templates into a voting system for a CRM campaign, wrote copy, created a playbook for 15 marketers across the US to simultaneously launch.
Uber’s best performing social media series
Campaign: Create an illustrated social media series based on real stories that happened inside an Uber.
Objective: Increase brand reputation, test a new driver storytelling content format
KPIs:
Exceed social benchmarks: views, likes, shares, see mores
Exceed CRM benchmarks: CTR >X%
Results: Highest performing social media campaign to date
How: Collaborated with Regional teams to source stories, Creative, and Strategy
Celebrating drivers in a Compliments campaign
Marketing teams across the United States partnered in bringing this campaign to life in collaboration with agency Giant Spoon. I worked with Anna, an Uber Driver-Partner from Richmond, CA. Known for her smooth jazz and calm demeanor, a ride with Anna is guaranteed to settle the soul. That’s why we selected her for the surprise of a lifetime at the Castro Theater in San Francisco.
All videos were released in a “Going Beyond 5 Stars” campaign that went live on National Compliments Day.
SPORTS MARKETING CAMPAiGNS
Campaign: To thank, support, and empower the Uber partners that keep our cities moving both on and off the road, we asked Warriors center, Zaza Pachulia, to surprise Uber partner Jon during his youth's basketball team training.
Objective: Receive brand love during a tumultuous 2017, leverage partnership assets
KPIs:
Exceed HQE social benchmarks of previous sports campaigns with talent
How: My BD counterpart worked with the Golden State Warriors on securing the talent, we collaborated on the video script, I owned the marketing communications strategy.
We’ve also partnered with Steph Curry and Kelenna Azubuike on other sports campaigns.
