Thread

 Lead Display Copy Strategist 2018-2020

Projects:

Creating native & social acquisition campaigns for a personalised fashion marketplace that combined algorithms and AI with real human stylists.

Strategy:

• Full creative planning
  
• Copy optimization

Creative & copywriting:

• Native
  
• Social
  
• Film

Approach:

Over a 2-year freelance relationship, I developed a bespoke strategy for native and social campaigns across Facebook, Twitter, Reddit, Pinterest & promoted content.

Each campaign explored multiple angles and psychological insights to capture users’ attention, while tonally blending in with the host site.

Results:

As with Secret Escapes, we used A/B testing to identify the most successful copy iterations and optimize for engagement, click-throughs and conversion.

On the back of its success in branding, technology and data, Thread was bought by M&S in 2022.