marketing campaigns
Five years of experience building, executing, and scaling cross-functional programs and campaigns from concept to completion.
The Contentment Journal, Rachel Cruze
Results: Sold over 3,500 copies in the first two weeks.
Pre-launch, we created an email journey for Rachel’s list on the topics of gratitude and journaling, warming them up to the idea of this upcoming product from her
Launched a sneak peek campaign which allowed Rachel’s biggest fans early access to the journal so we could have 50+ reviews live by the release date
Wrote talking points for the book trailer, offering a heart-to-heart peek behind the curtain of Rachel’s own struggles with contentment
Lead writer on all marketing materials as well as many of the journaling prompts within the book
Rachel Cruze’s 7-Day Meal Planning Challenge
Results: Drove 1,000 new members to Rachel’s Facebook community and proved demand for meal planning content.
Before creating Rachel Cruze’s Weekly Meal Planner and Grocery Savings Guide lead magnet (more details on that in Content Strategy), I created a challenge for her private Facebook community of over 50k members. There were two goals for this challenge:
Test out meal planning as a content silo with Rachel’s most loyal fans and a possible proof of concept to develop a full lead magnet
Promote the exclusive challenge on her YouTube show as a way to grow her Facebook community
Because Rachel’s time was so limited, her team needed to do the heavy lifting. So, I pulled most of the content from Rachel/Ramsey’s existing blogs, podcasts, and videos. Each of the seven days in the challenge had its own theme, and I filled in the gaps with copy that tied everything together. We wanted to over-deliver on value, so the challenge ended up feeling like a mini-course. And the finale—much to her community’s excitement—was a Facebook Live with Rachel herself, answering user questions.
Engagement in her community spiked during the challenge and this proved the case to use more resources for meal-planning lead magnets and future content.