Paid Social
Current State
Current State is a new skincare brand that rejects “old-school” notions of a skincare routine and focuses on high-quality, cost-effective products that speak to your skin’s “current state.” Their voice is grounded yet lighthearted, trustworthy, and approachable.
For Current State, I developed and executed a launch strategy to introduce the brand, its unique ethos, and its product offerings.
Fabric by Gerber Life
Fabric by Gerber Life offers term life insurance, wills, and other financial planning services, specifically targeting Millennial parents. Their voice is welcoming, factual, and trustworthy.
For Fabric by Gerber Life, I wrote a variety of ads that spoke to different services and value propositions, working within their compliance regulations while still remaining true to the brand.
Blank
Blank is a new beauty company, differentiated by their hero product: custom color-match nail polish. Their voice is cool, leaning towards Gen-Z without alienating other audiences, placing an emphasis on empowering their customers to become creators.
For Blank, I developed and executed a launch strategy to introduce the brand and its unique product to an audience completely unfamiliar with the brand, as well as helping define their paid social strategy and voice.
Waldo Vision
Waldo provides expert-approved contact lenses and other eyecare, differentiated by their vitamin-infused contacts and flexible subscription model. Their voice is straightforward.
For Waldo, I created ads that focused on emphasizing Waldo’s most compelling value propositions, while also adjusting copy and strategy to speak to different audiences when needed (ex. a beauty audience, sports audience, college audience, etc.).
MALIN+GOETZ
MALIN+GOETZ is a minimalistic brand that offers skincare, fragrances and candles designed for every skin type, tone, and gender. Their voice is authentic, honest, and smart, with a dash of cheekiness.
For MALIN+GOETZ, I worked closely with their in-house marketing and brand team, creating ads that adhered to their clearly defined brand voice, tone, and style.
More samples available upon request.
