Project Description

My employer, Bay Area News Group, wanted to start a campaign to increase online digital subscriptions to the Mercury News and the East Bay Times.  They reached out to me to manage the campaign because of my good campaign optimizations and organizational skills. I suggested to them that we run a display campaign with a social campaign to reach our target audience as they travel across the internet.  

This campaign has multiple sets of creatives that I A/B test to increase our clicks and conversions month over month.  For one set of the creatives, we partnered with Klay Thompson from the Golden State Warriors as his before game ritual is to read the newspaper.  Because of the popular celebrity endorsement, these ads performed better than any other ad set and continues to bring in the most subscriptions.

When it comes to reporting, I answer directly to the Bay Area News Group marketing team.  I created a custom report that covers the metrics they are interested in and set it to automatically email out to them every morning.  During our meetings, I present our campaign performance and my campaign optimizations. I address any questions they may have and we discuss how we want to move the campaign forward.