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Hey there, come on in!

I'm a creative strategist and paid social expert obsessed with discovering the 'why' behind success. My realm of genius is combining science and soul to make creative assets that deeply resonate.

Scroll down to explore my work in creative strategy, copywriting, ad direction, and paid social campaign management!

Creative Strategy

Afaxys EContra One-Step

Campaign Goal: Drive traffic to client landing page and increase awareness of product on college campuses through Snapchat and Display ads.

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Creative Goal: Position product as a cheaper and more accessible solution for emergency contraception

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I wrote copy and directed design for two phases of ads. The first aligned exactly with their brand and copy guidelines while I was given creative freedom on the second.

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The results?

0.18pp CTR increase on Snap to 0.44%

(0.14pp above 0.30% CTR BM)

0.15pp increase on Display to 0.17%

(Over 4x the 0.04% CTR BM)

Copywriting

plusOne Sex Toys

Campaign Goal: Craft effective copy that followed Meta and TikTok platform guidelines about health, sex, and wellness.

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Creative Goal: Drive viewers to read a branded article through clever, entertaining copy that positions masturbation as self-care.

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Copy Ideation

  • I had no idea that self-intimacy had SO many health benefits... our trusted sexologist, Dr. Taylor Nolan, has all the tea

  • There's more to self-intimacy than meets the O... listen to what Dr. Taylor Nolan has to share about the benefits of self-intimacy

  • We spoke to xyz about all the health benefits of self-intimacy and the tea is piping!

  • Don't skip the O, doctors orders

  • Read # ways self-intimacy directly impacts your health from our trusted doctor

  • Here's why you shouldn't be skipping your O

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The Results?​

1.43% CTR on Instagram (Over 14x 0.10% CTR BM)

0.85% CTR on TikTok (Over 2.5x 0.30% CTR BM)

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Content Creation

Original Asset

Under Armour

Campaign Goal: Drive Gen Z traffic to Under Armour's Project Rock Collection

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Creative Goal: Optimize an influencer-provided organic asset to perform as a paid social asset.

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Changes Made:

  • Trimmed length of asset from 60s to 18s

  • Selected only frames that showed the product

  • Selected hip-hop audio with a strong bass to aurally align with The Rock’s tagline for the campaign: “The hardest worker in the room. Any room.”

  • Rearranged video frames for engaging transitions that aligned with the audio

  • Added strategic text overlays following the enticing sequence of: Introduction, Hook, Unique Selling Proposition, Call to Action

  • Utilized quick, short, and flashy copy to engage users

  • Included product highlights in an organic manner to match the quality of the video

  • Intentionally kept lower quality elements as they perform better with the Gen Z audience

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The Results?​

1,353 clicks for a 0.26% IG CTR (Over 2x the 0.10% CTR BM)
33K engagements for a 6.44% ER (Over 2x the 3% ER BM)​

Paid Social Version

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