Strategic Campaigns That Perform Across Platforms

I lead paid and organic campaigns that deliver reach, clicks, and conversions across Meta, Yelp, and social channels. From strategic audience segmentation to emotionally compelling creative, each campaign is optimized for real-world results, whether that’s ticket sales, donations, or in-store traffic.

Case Studies

Video-First Strategy Adoption Leads to 528% Organic Growth

HopeTHRIFT’s social channels were underperforming, limited by static sales graphics and lacking the human connection needed to drive engagement. The feed didn’t reflect the vibrant, in-store experience or the heart behind the mission.

To change that, I led the development of a new, video-first content strategy focused on Instagram and Facebook Reels. I produced short-form videos that highlighted staff, showcased products with interesting backstories, and gave followers a behind-the-scenes look at the stores. By tapping into trending audio and casual, in-the-moment storytelling, we quickly brought personality and consistency to the brand’s online presence. The numbers soared and so did team morale!

Result:

  • 528% increase in organic reach within 60 days

  • Engagement rates and follower growth also rose sharply

  • Short-form video became the primary driver of reach across Facebook and Instagram

  • Brought the store’s energy, people, and uniqueness into the spotlight—no ad spend needed

Skills: Social Strategy, Short-Form Video Production, Organic Growth, Trend Research

 

BEFORE:

Cluttered grid of sales graphics and mixed imagery with low engagement

AFTER:

Cohesive, branded aesthetic featuring people, Reels, and high-quality photo

Earned 11K Organic Impressions with Empowerment-Focused Disability Pride Campaign

Hope Services needed a fresh, dignity-centered campaign to elevate client voices during Disability Pride Month—and increase organic engagement without a paid budget.

I conceived and launched the “I AM...#MoreThanMyDisability” campaign, developing the theme, message framework, and supporting blog and social content. The series of posts each featured a square tile with an “I AM…” statement from each subject, paired with captions that solely featured the individual’s quote, story, or statement and nothing more. The project put identity-first storytelling and participant empowerment front and center during the most relevant awareness month of the year for the disability services nonprofit.

Result:

  • 11,000+ organic impressions on Facebook alone

  • Campaign distributed across web, email, and social

  • Elevated visibility, sparked conversation, and strengthened brand voice around inclusion.

Skills: Messaging Architecture, Campaign Strategy, Organic Social Growth, Copywriting

Drove $128K in Ticket Sales and 2.4M Impressions for Hope’s Signature Benefit Concert

Hope’s annual benefit concert needed to drive large-scale ticket sales through a full-funnel campaign spanning paid media, organic strategy, and brand partnerships.

I played a crucial role in the strategic development, execution and management of the event’s multichannel marketing strategy, combining Meta Ads, Instagram Collabs, and media partnerships to expand reach and engagement. I liaised with media sponsors, integrated partner amplification with artists like Kool & the Gang, and helped push creative that performed across all platforms.

Result:

  • 2.4M+ impressions from paid Meta Ads

  • 400K+ unique visitors to concert landing page and ticket portal

  • $128,000+ in ticket revenue

  • CPC reduced 46% YoY (from $0.24 to $0.13)

  • 22 print ads placed across regional publications

  • 209 TV PSAs aired in partnership with local broadcasters

  • Media exposure through NBC Bay Area, San Francisco Chronicle, Silicon Valley Business Journal, and more

Skills: Partner Marketing, Event Campaigns, Paid Social, Brand Collab Strategy

Meta Ad Campaign Drives a Record $8.32 Return Per $1 Spent

Hope Services needed to increase year-end donations through paid Meta advertising—while improving ad performance and lowering acquisition costs compared to previous campaigns.

I led the full lifecycle of campaign development, including strategy, creative direction, segmentation, testing, and real-time optimization. Ads featured emotionally compelling impact stories that reinforced Hope’s mission and encouraged donor action. I leveraged winning carousel formats, audience testing, and ongoing performance monitoring to drive results that outperformed the last.

Result:

  • 44,254 link clicks at $0.39 CPC

  • 2.39M impressions, 644K reach

  • $17,176.56 total spend

  • Lowered cost per click and increased campaign ROI

  • Contributed to a record breaking fundraising ROI of $8.32 raised to $1 spent.

Skills: Paid Media Strategy, Meta Ads, Performance Optimization, Creative Direction

Managed Always-On Yelp Ad Strategy Consistently Generating 2,000+ Store Actions

Hope Services wanted to increase foot traffic and conversions at its three HopeTHRIFT retail locations using targeted digital advertising on Yelp.

I led management of always-on Yelp Ads, optimizing creative, local targeting, listings, and analysis to drive high-intent actions and local inbound leads each month. This advertising channel demonstrated Yelp’s effectiveness in local conversion, especially for brick and mortar store locations—and became a primary pillar of the brand’s thrift marketing efforts.

Result:

  • 169,089 ad impressions

  • 10,699 page visits

  • 2,145 actionable leads (calls, map views, and web visits)

  • Consistent quarter-over-quarter growth in store traffic

Skills: Local Ads Strategy, Conversion Optimization, Retail Campaigns

 

Looking to launch powerful campaigns that help you convert new and existing audiences?

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