WORK
Driving Success with Chase Offers: A Scalable Paid Media Strategy
In 2019, Chase introduced Chase Offers, a digital product aimed at boosting customer engagement and brand awareness. Tasked with leading the paid social media strategy as part of a 360-degree campaign, I developed a data-driven approach that set a benchmark for future product launches.
Key Actions:
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Collaborated with analytics, creative, and product teams to craft a platform-specific paid social strategy.
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Designed compelling creative assets tailored to customer categories like retail, dining, and entertainment.
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Implemented audience-focused targeting and optimized media spend for high-value user engagement.
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Developed quarterly measurement solutions, analyzing strategies for bidding, retargeting, and creative performance.
Results:
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Surpassed benchmarks with 300M+ impressions and doubled website traffic goals.
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Increased redemption rates across multiple categories through tailored targeting.
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Established a scalable campaign model, now a playbook for future Chase digital launches.
Key Learnings:
Audience Targeting: Lookalike audiences, particularly High Fantasy Freaks, were highly effective, driving significant landing page views and engagement.
Creative Matters: Ads that focused on creative targeting to the genre audience rather than the game itself performed more efficiently, achieving a lower cost per landing page view ($1.45) compared to core-focused ads ($1.53.
Video Resonance: Gameplay footage in video creatives resonated with audiences, driving higher engagement and CTRs.
Meta Campaign: Setting a New Benchmark for Dragon’s Dogma 2
In this multi-phase Meta campaign for Dragon’s Dogma 2, strategic audience targeting, creative optimization, and data-driven insights drove remarkable results.
Campaign Overview:
The campaign was rolled out in three phases—Pre-Order, Launch, and Accolades—targeting key audience segments: Dogmatics, Shallow End Fantasy Fans, and High Fantasy Freaks. The focus was driving traffic, optimizing landing page views, and engaging high-value users through interests, first-party data, and Lookalike audiences.
Highlights:
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Achieved 58M+ impressions and 350K link clicks at a competitive CPLC of $0.92, outperforming the $1.00 benchmark.
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Generated 219.6K landing page views, with 63% of link clicks converting into views.
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The Shallow End Fantasy Fans audience led with 85K views, the longest session durations (47 seconds), and a strong $0.89 CPLC.
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Dogmatics’ first-party data audience was the most efficient, delivering a CPLPV of $1.13 and a CTR of 0.74%.
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Videos drove 107K landing page views, achieving a 9% higher CTR than the average.
Bimbo USA sought to deepen its connection with the U.S. Hispanic audience through engaging social media content.
Leveraging the brand’s rich heritage and nostalgic appeal from Mexico, the Table Talk Video Series celebrated Hispanic traditions while seamlessly integrating Bimbo products into these cherished cultural moments.
By honoring the traditions that resonate deeply within the Hispanic community, this campaign positioned Bimbo as more than just a product—it became a meaningful part of their cultural experience.
Highlights:
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Authentic Storytelling: Tapped into Bimbo’s nostalgic roots to create relatable and heartfelt narratives.
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Cultural Relevance: Showcased how Bimbo products enhance traditional Hispanic celebrations.
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Engagement-Driven: Captured the attention of a growing Hispanic audience with culturally aligned content.