Integrated Campaign
To kick off your journey of my portfolio you will find work tied to an Integrated Marketing campaign featuring a diverse array of creatives including commercials, social media ads, and out-of-home collateral.
Please note, this section of my portfolio showcases projects where my role primarily focused on Creative Operations rather than driving the creative vision.
Marketing Campaign
Creative Ops
Rebrand
Following a complete rebrand, EarnIn aimed to expand its new creative to a wider audience through an Integrated Marketing Campaign. The campaign sought to reintroduce the brand, fostering deeper audience understanding and trust. Challenges included misconceptions and distrust in the earned wage access sector, decreased brand recognition due to heightened competition, and a historical focus on lower-funnel acquisition marketing spending.
Challenge
The campaign aimed to cultivate trust and resonance with a new tagline "Money at the Speed of You". Marketing efforts prioritized raising awareness and engaging with the upper funnel. Additionally, we broadened our advertising reach to include parents, a previously overlooked demographic despite constituting a significant portion of our existing customer base.
Solution
With a tight twelve-week timeline, I oversaw the coordination of internal and external stakeholders to ensure seamless alignment throughout the campaign. This involved managing relationships with a media agency, creative agency, and assisting the coordination of the filming of a live-action commercial abroad.
