Go-to-Market Promotional Campaign (B2B & B2C)
Led creative direction and go-to-market strategy for a Black Friday campaign promoting a 30% discount on one-time shredding services, targeting both B2B and B2C audiences to drive awareness, traffic, and service adoption.
Scope: Integrated Go-to-Market Creative Leadership, Brand Governance, Creative Operations, Production
| CHALLENGE
Increase visibility and demand for one-time shredding in a crowded promotional landscape, while effectively reaching both business and consumer audiences with messaging that balanced urgency, value, and trust in secure information destruction.
| APPROACH & SOLUTION
•Developed a dual-audience messaging strategy tailored to B2B and B2C needs, emphasizing security, convenience, and limited-time value
•Directed an integrated multi-channel campaign across digital, email, web, social and paid media to maximize reach and engagement
•Created high-impact, conversion-focused creative aligned to brand standards while standing out in a competitive Black Friday environment
•Optimized landing pages and user journey to drive traffic and increase conversion for one-time service bookings
•Leveraged a test-and-learn approach to refine messaging, creative, and channel performance
•Ensured all campaign elements adhered to brand governance and compliance standards
| IMPACT
> Increased website traffic and lead generation during the promotional period
> Drove campaign performance with measurable growth in one-time shredding service adoption
> Expanded awareness of secure information destruction across both business and consumer audiences
> Strengthened brand visibility in a highly competitive promotional window
> Established a scalable promotional framework for future demand-generation campaigns
