CLEAR STRATEGY

Turning big, complex ideas into a clear direction.

CASE STUDY
CLIENT: LightWorkers, MGM Studios

THE CHALLENGE

LightWorks needed to expand the reach and engagement of its social media content without substantially increasing its advertising spend. The opportunity was to build a smarter, more scalable approach to paid social that connected content with larger audiences while creating meaningful engagement.

THE STRATEGY

With multiple stakeholders, moving parts, and a large volume of content, the challenge was to create a clear direction everyone could understand and execute.

I served as the strategic bridge between the client, our advertising specialist, and the creative team, translating goals into actionable campaigns, organizing content and priorities, communicating direction, and using performance data to guide ongoing decisions. I developed a process that gave the team a clear path from strategy to execution, helping everyone move quickly while staying aligned with the larger goal.

Our team then put that strategy into action through paid social campaigns, content organization, audience targeting, ongoing monitoring, and optimization. The result was a focused advertising strategy that turned a complex content ecosystem into measurable growth in reach, engagement, and video views.

The goal was to increase reach, engagement, and video consumption without throwing more money at the problem.

Turn a complex content ecosystem into a strategy with measurable results.

  • DEFINE →

    Clarify the client’s goals, audience, and desired outcomes.

  • ASSESS →

    Review the existing content and identify what to promote, repurpose, and prioritize.

  • PLAN →

    Build the campaign strategy, audience approach, content priorities, and execution plan.

  • COORDINATE →

    Align the client, advertising specialist, and creative team around stakeholders’ priorities, messaging, and next steps.

  • OPTIMIZE

    Launch campaigns, monitor performance, communicate results, and continuously adjust to improve performance.

During my work, monthly Facebook spend increased by just 12.5%, while results grew significantly across key performance metrics.

  • 960.6%

    increase in monthly impressions

  • 370.6%

    increase in monthly engagements

  • 390.0%

    increase in monthly video views

THE RESULT

From June 2019 to May 2020, monthly spend increased from $16K to $18K, while performance scaled significantly:

6.6M → 70M monthly impressions
3.4M → 16M monthly engagements
3M → 14.7M monthly video views

That translated to approximately 10.6× more impressions, 4.7× more engagements, and 4.9× more video views, while monthly spend increased by just 12.5%. The result was a clear, scalable strategy that transformed a complex content ecosystem into measurable audience growth.

MY ROLE

Strategy · Creative Direction · Content · Paid Social · Email Marketing · Implementation · Optimization

  • 6.6M → 70M

    monthly impressions

  • 3.4M → 16M

    monthly engagements

  • 3M → 14.7M

    monthly video views

Next

2. COMPELLING STORIES