Brand & Acquisition
Blending Growth Tactic with Brand Strategy
I enjoy challenging strategy status quo to bring in positive business results. One of the most fun projects that I have initiated is WildPosting campaign at HelloFresh.
I blended acquisition elements into a typically brand-focused Out-Of-Home (OOH) strategy. This innovative approach helped to break the status quo of traditional OOH, where conversions were minimal, and instead resulted in significant customer acquisition.
Throughout the campaign, I managed multiple stakeholders, from creative teams to external agencies, ensuring that every phase from pitch to execution aligned with our goals. This included overseeing the creative process and collaborating with agency partners, securing internal buy-in for marketing budgets, and continuously refining strategies to maximize conversion rates. This hands-on, cross-functional leadership allowed me to drive the successful integration of acquisition goals into a brand-centric campaign.
Designed and executed a wildposting campaign to elevate brand visibility in high-traffic urban areas. It also aimed to lift conversions across channels through providing an additional customer touchpoint. The campaign integrated acquisition-based visuals and aligned messaging across Out-of-Home and direct mail channels to build awareness and encourage sign-ups.
This campaign targeted urban, socially active individuals across 50 locations in the Greater Toronto Area.
- Worked closely with the Creative and Brand teams to design impactful visuals and messaging tailored for high-traffic urban audiences.
- Collaborated with agency partners to strategically place materials across pre-determined GTA locations, maximizing brand and acquisitions impact.
- Coordinated OOH and Direct Mail timing to create a cohesive multi-channel experience, enhancing brand touchpoints across the customer journey.
- Brought 35% conversion rate lift across channels through pre- and post-conversion analysis based on geographic holdouts.
- Achieved 8,260,000 impressions, exceeding reach expectations and boosting brand visibility.
