Advertising

Hearth | 2021

When I transitioned into my role as Sr. Content Marketing Manager at Hearth, I felt I understood what it took to reach small business owners and engage them with meaningful content, but nothing prepared me for the nuances of the home improvement industry. Home improvement pros crave authenticity above all, and it was most apparent when our most polished videos would flop. As a test, I began taking cell phone footage of Hearth employees talking directly to contractors about how we could help them win more jobs.

These videos transformed Hearth’s advertising performance and ushered in a new era of content that included working with real contractors on TikTok videos and sponsored content that drove home Hearth’s brand authenticity and position in the space. In total, these ads have proven to be some of the most efficient creative used to drive leads to Hearth.

[Role: Writer, producer, editor]

BBB Stands with Small Business | 2020

Many businesses felt the impact of the coronavirus pandemic almost immediately. Spring 2020 was a difficult time for anyone looking to pivot in the face of a new normal. Business owners were looking down the barrel of new investments in the health and safety of workers and customers. They had to adapt to compete in a marketplace that changed almost overnight. BBB positioned itself as a champion and a resource for building better businesses.

This campaign used online video, digital display advertising, and direct mail pieces to generate leads for our business development team.

[Role: Creative director]

Videos

We created two video assets in-house. One would use vector graphics and animations. The other would use b-roll and a voiceover. At the time, we couldn’t film anything on our own because of the uncertainty surrounding the virus. We had to get creative.

Display Ads

Digital display ads used imagery from the videos to drive home our message in a static format. Examples below.

Find Better with BBB | 2018

In 2018, our BBB wanted to focus our attention on bilingual millennials in the San Antonio area. San Antonio at the time was the largest market in our service area and the Hispanic community offered a large opportunity to increase brand awareness. Like all companies, reaching and activating millennials to use your service or products is critical. This ad campaign would target both segments and create new bbb.org users.

My team and I worked together to create a comedic and relevant suite of creative that would focus on positioning us as likable and useful. We focused on making light of life's little inconveniences and placing bbb.org as a place to go to find a great experience. After weeks of work, our Find Better campaign was born and served through the last months of 2018.

[Role: Copywriter, designer, and media planner liaison.]

Start With Trust Start With Us Campaign | 2015 - 2016

In Spring 2015, BBB Central Texas worked with a media buyer to place advertisements on site and apps most often used by people who would benefit from visiting bbb.org and working with a BBB Accredited Businesses. This meant home and garden, lifestyle, and business websites as well as targeted ads in using Pandora and eventually Spotify with both static, dynamic, and pre-roll video ads. The “Start With Us Start With Us” campaign sought to make BBB the first place people checked when researching general contractors, car dealerships, realtors, or where to get started on that next big project.

The bounce rate on bbb.org/central-texas dropped to around 4%, and website visits increased by 182% the duration of the campaign. Also, CTR for the ads overall was substantially higher than the industry standard for BBB's category. At the end of the day, we successfully got the right message in front of the right people and saw a big spike in website activity and a direct benefit for BBB Accredited Businesses.

Check out examples of the creative assets below.

UPDATE 8/16: This campaign continued into 2016. For a four-month period, the campaign's performance met or exceeded the successes of most 2015 KPIs.

[Role: Designer]