Meta – Retargeting reel ads
BACKGROUND This project was for a client in the handmade ceramics space, targeting Instagram users who had engaged with the brand’s organic content but hadn’t visited the shop. The goal was to deepen connection and drive purchase intent from a warm audience without applying the same urgency message used for website retargeting. I wrote a […]
Learn More
Meta – Visual story ads
BACKGROUND This project was for a client in the organic meal kit subscription space. The goal was to drive first-box trials from health-conscious adults who hadn’t yet tried the brand by addressing the real friction point in healthy eating rather than leading with a product pitch. I wrote a three-slide carousel where each slide has […]
Learn More
Meta – Brand awareness ads
BACKGROUND This project was for a client in the running coaching space, running a personal brand awareness campaign for the head coach. The goal was to build awareness among recreational runners who had plateaued and drive page follows and website visits. I wrote the ad in the coach’s personal voice rather than the brand’s company […]
Learn More
Meta – Lead generation ads
BACKGROUND This project was for a client in the B2B pay equity consultancy space. The goal was to generate qualified leads from HR and People leaders by driving downloads of a free audit readiness resource. I wrote a lead gen ad that leads with the problem rather than the resource, and included an explicit “no […]
Learn More
