WORK
Driving Success with Chase Offers: A Scalable Paid Media Strategy
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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.
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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
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In this multi-phase Meta campaign for Dragon’s Dogma 2, strategic audience targeting, creative optimization, and data-driven insights drove remarkable results.
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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.
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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.
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Bimbo USA sought to deepen its connection with the U.S. Hispanic audience through engaging social media content.
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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.
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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.
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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.