I helped the Performance Marketing team develop a new storytelling + advertising strategy to motivate consumers to: want to know more and purchase sooner.

A studio-wide effort, GoPro’s creative teams produced a full storytelling experience to demonstrate the resilience of a GoPro. In a full-funnel, omni-channel approach, we learned providing niche and in-depth use cases helped consumers better envision themselves with GoPro and how to get the maximum use out of their cameras + accessories. Through this test we saw 131% increase in click-throughs and x% increase in conversions.

The result was the “Shop by Activity” feature on the GoPro website, providing customers a simplified, curated shopping experience to prepare anyone for any adventure.

I was brought into the GoPro advertising team to help shape ad creatives and improve creative performance in Paid Ads. I worked collaboratively with the Performance Marketing team to pivot data into creative direction, developed testing strategies, and produced efficient creatives that converted. Utilizing Consumer Insights research and Performance Marketing's data I pivoted creative direction from these learnings to lead the Advertising team to design assets that better reflected the values, needs, and wants from our existing and targeted audiences.I solely led the creative strategy effort and which influenced the launch of 5 different products and 3 major campaigns with year over year gains in site sessions and sales.