CASE STUDIES
Gained 2000+ % Spike in Web Traffic via Gifting Campaign For SorBabes Sorbet
To raise awareness and generate word-of-mouth buzz for a small plant-based CPG brand, I owned a nationwide influencer PR gifting campaign, placing product in the hands of 30 + mid-sized and large influencers. I sourced all target influencers, handled all outreach and negotiation & communication, worked with designers to create branded boxes and merch, and coordinated delivery of product boxes.
The result: The brand gaining free, organic content from several key influencers, resulting in an overnight 2,000% + spike in web traffic, a 293.04% increase in video views on Tiktok, and an increase in reach of 274.03%, plus a ripple effect of messages, thousands of new followers, and interest from celebrity investors.
Optimized Email Marketing and Deliverability for Rebel Cheese
This popular, multi-million dollar vegan cheese brand had a strong e-com business but lackluster email marketing strategy. Their audience was large and loyal, but click rates and purchase rates were concerningly low, spam complaint rates high, and segmentation outdated and lacking strategy. I conducted an end-to-end audit and cleanup of their Klaviyo presence, reworking their opt-in forms, audience segmentation and send strategy, re-designing the triggers, timing, architecture, and content and copy of all their key flows (welcome, browse abandonment, cart and checkout abandonment. site abandonment, post-purchase, and others), and also providing detailed strategy to the brand to continue improving email efforts in-house.
The result: This top-to-bottom optimization improved overall deliverability by 15 points over the month after implementing my changes. We built an opt-in form that cracked 10% completion rates, built cleaned-up flows that aligned with brand voice and look, provided clean segments that in-house team could understand moving forward, and improved open/click/purchase rates substantially over the month.
Crafted All-Time High Engagement for Feel Good Foods
I was brought in a social media and influencer marketing consultant to support Feel Good Foods, a leading gluten-free frozen food brand, during a pivot season of major product and retail launches. I led all social media strategy, content, copywriting, community management, as well as robust national and regional influencer marketing campaigns to build hype around launches. I oversaw a team of UGC content creators and graphic designers, and collaborated with the sales and marketing team to drive awareness, reach, and trial.
The result: By tapping into social listening to create thoughtful, timely content that resonated with their audience, I gained the brand nearly 5,000 new followers on Instagram, from organic efforts only - for a 6.8% growth rate - and achieved strong, consistent month-over-month improvements to reach, views, and engagement (creating content that shattered typical metrics and even gained the brand record new engagement numbers).
Increased Sales by 30% via Influencer Marketing for CPG Frozen Brand
From 2021 - 2024 I oversaw and managed all influencer marketing efforts for a small, plant-based CPG brand, working with a very lean budget with the goal of building and raising awareness and ultimately driving velocity of sales in market regions where product was new in stores.
The result: Over the summer of 2021, the brand saw a 30% spike in regional sales where influencer marketing was utilized, with $0 spent in paid ads or other paid marketing initiatives, plus an increase of 7k Instagram followers over the first year of working together.
When founders were unhappy with the options produced by an advertising agency, I took over crafting product packaging copy for their vegan, retro-inspired frozen fudge pops. Capitalizing on the inherent nostalgia of the product but also capturing the brand's forward-thinking ethos, I crafted tongue-in-cheek, self-aware copy that spoke to the longing for simpler times, but encouraged consumers to consider the good old days could perhaps be yet to come. This final copy ended up on shelves at major retailers nationwide.
Consistently Gained 70%+ Open Rates for Omsom's Email Marketing
I worked with a well-known, woman-owned CPG brand of Asian sauces and noodles, known for their proud + loud flavors and bold voice. The brand had an existing email audience and content built out in Klaviyo, but needed an expert eye to edit and optimize all flows and campaigns, improve click and conversions, and oversee all metrics and copy as the focus shifted from DTC only to more of a emphasis on retail velocity.
The results: Over a 6-month period, I grew average open rates into the 70% range -- far higher than industry standards -- built out optimized post-purchase, abandoned cart, and welcome flows which garnered improved open and click rates. I continued to build upon the storytelling the brand is known for, with a blend of promo content, recipes, a weekly founder's newsletter, product spotlights, and cultural commentary. I owned all copywriting and designs, working within a strong existing brand identity, and earned glowing reviews and recommendations from the founder and marketing director.