CreativeMornings

Brief

A fall–winter campaign concept for CreativeMornings Toronto: ad assets and copy that get new creatives out of bed for the Friday breakfast talks.

My role

Digital Marketing & Brand Strategy, CreativeMornings Toronto. I worked with the creative team on the campaign concept, ads and copy.

Process

• Audience research on what Toronto creatives care about, to guide the campaign idea.
• The “Worth the Alarm” idea: an early Friday talk is worth getting up for.
• Ads, copy and a key visual, built with the creative team.
• Wrote and refined a LinkedIn case study and carousel from brief to final draft, through three rounds.
• Planned a six-week launch with A/B testing, targeting 500 LinkedIn followers and 10% Instagram growth.

Deliverables

The brief, a key visual, and copy for social, email, video and out-of-home ads.