Oyster subscription giveaway

Picture it: it's 2013—the Obama era in New York City, Haim's first album just dropped, and Peter Thiel is investing over $3M in an ebook subscription service called Oyster. I was the 6th employee at the company and wore a million hats—marketing and brand strategist, copywriter, content producer, partnerships manager, and product marketer.

I'm so proud of all the fun work we produced as a team in a short amount of time before getting acquired by Google in 2015.

In 2014, in a very mid-2010's-style marketing campaign based around a sorta fake holiday, we launched our first giveaway campaign to gift a dozen months of oysters to a dozen customers in celebration of National Oyster Day. Naturally.

My role This campaign shows off some of my copywriting and brand skills, and it's also just really fun. I concepted, designed, and wrote all content for this campaign (including extra tidbits like a list of Oyster's favorite spot to get oysters in and around New York (see below).

I also worked out a deal with the publisher of MFK Fisher's legendary text, Consider the Oyster, to add the book to our subscription library and feature it prominently in the in-app browsing experience. The book became one of the top-read books on Oyster after this campaign.

Establish Oyster's brand as your fun friend who gently encourages you to read more books every day (and have a good time doing it)

Drive engagement across channels and with $0 in marketing budget

We received hundreds of submissions from new and existing Oyster readers, and we saw a spike in free trial subscriptions (exact stats are lost to history)

This was a great partnership opportunity–our publishing partners amplified this campaign across their channels at no cost to us. At the time, it was Oyster vs. Amazon in the book world, and we differentiated ourselves as being a fun and collaborative partner, championing reading.

To this day, people who remember Oyster tell me "I loved it, it was just such a cool brand"

I love writing captions