Subscription social media campaign

Pioneered a journalism-focused social ad campaign to engage and drive subscribers. I wrote the copy, created the visuals and executed the campaigns.

Advised on story types that were most likely to convert subscribers based on reporting in Google Analytics and Parse.ly, as well as results from Facebook and Instagram ads.

Collaborated on and edited messaging for an initial voluntary supporter campaign for a news organization and the transition to subscriber-exclusive stories. Crafted a social media campaign to grow support for local journalism, including messaging experimentation to maintain positive engagement and clickthrough rates.

Capitalized on previously implemented UTMs to determine what content was contributing to subscriptions and popular among existing subscribers. Regularly resurfaced that content via organic social media manually and through automated feeds, paid posts and newsletters.