Google Search Network Text Ad
JustFix.nyc
JustFix.nyc is an incredible non-profit service for residents of New York City's Five Boroughs. Funded in part by the Robinhood Foundation, JustFix.nyc pairs tenants in need with housing advocates and legal advice for free. Through the app, tenants can document problems in their residences like peeling paint, not having access to elevators, or the lack of heat. This speeds the process of getting attention and results from landlords. If not, JustFix.nyc helps you generate all the necessary forms and evidence in accordance with New York City Housing Court rules. Co-founders Georges Clement, Daniel Kass, and Ashley Treni were recently named to the prestigious Forbes 30 Under 30 list for 2018.
Since coming on board in May 2017, I have had the honor of managing JustFix.nyc's AdWords AdGrants account on my own. Under my stewardship, click-through-rates increased well over 100% to an account-wide average of 3.23%. As of April 1st, CTR is has surpassed Google's new standard (5%) to average of 6.63 %. I've formulated campaigns to spend the most of the $10,000 per month provided by Google while only reaching the audience who needs JustFix.nyc. Constant A|B testing has taken place to see what terms and issues appealed to people struggling with a landlord and/or property dispute. PPC campaigns run in English and Spanish on the Search and Display networks.
Wearing many hats, my work with JustFix.nyc also included traditional marketing such as reaching out to traditional media for publicity, landing page design, and developing both brand and user personas for JustFix.nyc. As Google AdGrants policy changed in December 2017, my recent work has been restructuring campaigns with a focus on high quality score keywords. This is an exciting change as the yoke of a $2 cost-per-click bid ceiling has been removed.
For more information, please see this recent piece from NBC Universal on the work JustFix.nyc does.
Landing Page Design. Donation page before (left) and my design to maximize conversions.
Google Display Network Ad
JōbuFit.com
Partnering with entrepreneur Alessa Caridi as a consultant on JōbuFit has been a rewarding endeavor. JōbuFit is a subscription based functional fitness workout. All of the engaging and fun workouts can be done in less than 8 minutes seated from a work space - whether that's a cubicle or the kitchen table. Penetrating the saturated fitness market is a challenge, so my work with Ms. Caridi has been across Facebook organic and paid, Twitter, blog posts, and Google AdWords.
Using initial paid search campaigns to survey both the target audience as well as competitors, this data has helped JōbuFit maximize its online presence as Ms. Caridi makes public appearances as a functional fitness speaker in New York City, New Jersey and beyond. Delving into rich media ads has matched JōbuFit's engaging video content with the capabilities of the Google Display network. This growing business is gaining impressions and acquisitions daily.
For more on JōbuFit, please see this recent piece about posture from Good Morning Washington.
Facebook Ad Campaign. Free eBook offer to gain email address (lead generation).
Barbie - Mattel Asia Pacific
During my internship at J. Walter Thompson Shanghai, I was assigned to the Barbie account. Mattel had seen success in Taiwan, South Korea, and Japan with their bubbly, blonde doll but Barbie languished in mainland China. Barbie was viewed as materialistic, focused on fashion, and generally trivial. The task at hand was to see how we could demonstrate the value of Barbie to not just little girls in China, but to their mothers.
Learning cultural differences, I discovered Chinese moms choose toys for their children. Chinese children also have less play time than other kids in Asia, Europe, or North America. As an intern, I poured over case studies of similar products as well as Barbie's impact in the Asian region. Research and discussions with senior members of the creative team gave me a crash course on the culture of Chinese play.
The campaign was aimed at Post 80s (Millennial) mothers to show that Barbie isn't a frivolous doll, she's a conduit for your daughter to dream. The Barbie Dream Academy (now re-branded Dreamtopia) reached these mothers in the digital space. Content was hosted on the Barbie website as well as interactive accounts on WeChat and Weibo. Taking a nod from my own childhood as the only Westerner on the team, creative detailed how to play with Barbie using imagination. Barbie is a teacher. Barbie is performing a violin piece. Barbie is in space. The tagline: "Dream it, be it. With Barbie."
Elevit - Bayer China
Elevit is a pre-natal vitamin manufactured by Bayer. It's the number one supplement of its kind in Australia, and is popular across Asia Pacific. However, sales were stagnant in mainland China. Through research and direction from the creative department, I learned that pre-natal vitamins were new to the market, and consumers may not understand how they promote health for a growing baby. Additionally, Elevit was one of the higher priced offerings.
Birth defects, low birth weight, and premature births are unfortunately high in China. Having a child born with spina bifida is 13 times higher in some provinces in China than in the United States.
Through case studies and research, I was able to prove the hypothesis that many expectant mothers and fathers simply didn't know that a product like Elevit could lessen the chances of a child born with a birth defect. When confronted with images of sick babies and statistics on how vitamins B12, iron, and others could help their child thrive, parents understood the value of this product.
The campaign launched well after my internship ended, but a 2016 Elevit campaign from J. Walter Thompson highlighted the sheer joy parents - especially Dad - enjoy with a health baby.