Redbubble
Creative Strategy - Campaign Development - TikTok - Copy
Redbubble’s a marketplace that gives artists a new way to sell their work. They upload designs, fulfillers print them on products, and someone gets the awesomely unique thing they wanted.
My role as Senior Creative Strategist involved campaign development, creative strategy, contributing to the rebrand, and spearheading Redbubble’s social initiatives.
Campaign Development
Campaign development has been one of the most challenging and rewarding parts of my job at Redbubble. My role involved overall campaign development informed by data and audience insights, visual exploration, storyline creation, writing tag lines, creative leadership, and supervising photoshoots (which can mean anything from directing talent to gluing individual sprinkles on a turkey).
The assets we made live across social as stills and video, in email, and in display and over 900 assets get produced each season for holiday. Phew.
Copy
Redbubble’s mission is to bring more creativity into the world, and their copy should tell that story by showing not just telling. In addition to demonstrating the right degree of weirdness, all Redbubble writing should feel authentic, human, and fun. Not like it was written by a marketing robot. I both wrote copy myself and directed a Senior Copywriter to ensure that there was the right degree of Redbubble-y-ness in everything written across all platforms.
And writing this way achieved measurable results. Since I started, email open rates improved, Snapchat ads achieved higher click-through rates, and even our app update copy started getting a surprising amount of attention on Twitter (look right).
Social
In addition to working strategically with Redbubble’s social team to optimize our creative for each platform, I was responsible for starting our presence on TikTok.
From almost as soon as I began wasting so much of my personal time on TikTok I knew I wanted to explore Redbubble’s potential on the platform. There’s a lot of overlap between the Redbubble and TikTok users (teens) so we started focusing our TikTok concepts on their favorite product: stickers. We used our sticker content to jump on popular memes, and soon our videos began garnering over half a million views.
One of the successes I was most psyched about was in connection with a contest we’d been running on other platforms to only moderate success. Within a day of my creating a video about it on TikTok, we not only had hundreds of submissions, but were able to trace significant revenue to the video (with no paid promotion, by the way).
Link to the account here.
SEO Blog
SEO recommendations can make writing sound forced and inauthentic, so one of my first tasks at Redbubble was to manage a team of in-house and freelance writers to improve the readability of their blog while keeping it a potent SEO driver.
Visit the blog here.