Campaign Case Study: 2024 Tailgate Essentials
Objective
Promote AAA Innovations' line of tailgating products to B2B distributors in advance of tailgating season, driving awareness, product interest, and early-season sales.
My Role
Led creative direction and execution of the entire campaign.
Wrote subject lines, product copy, and promotional messaging.
Designed email layout in Campaigner and managed asset creation.
Shot and edited themed product photography for the campaign.
Built and scheduled social content for LinkedIn, Instagram, and Facebook.
Collaborated with product and design teams to launch a seasonal lookbook.
Created homepage banner creative and coordinated website updates.
Monitored campaign analytics and refined based on performance.
Execution
Email Marketing: A two-part email blast introduced the Tailgate Essentials product line, linking directly to the interactive digital look-book and website for distributor quoting and purchasing.
Social Media: A 3-week content rollout featured themed posts across LinkedIn, Instagram, and Facebook, showcasing different branded tailgating products with strong CTAs.
Website & Look-Book: Homepage banner promoted the campaign, and the digital look-book (created in collaboration with the design team) highlighted curated product sets.
Results
34% open rate (12% above company average).
59% click-to-open rate (CTO) and 24% click-through rate (CTR)-both significantly outperforming benchmarks.
50%+ increase in reach and impressions across all social channels.
Digital lookbook received 1,300+ views, with 32 personalized copies created by clients to share with their own customers.
Notable increase in direct product inquiries from sales reps and distributor partners.
Lift in website traffic during campaign window.
