Background

While working at Google I found myself playing the role of copywriter on a few different occasions. Below are some of campaigns where I contributed strategy, concepts, and copywriting.

Google Domains: Holiday Campaign

Google Domains was struggling to sell some of their less popular domain endings. After analyzing search trends, I identified a clear spike in consideration near the holidays and realized we could align specific domain endings with popular new year’s resolutions (eg. buying a .dog, planning a .wedding, starting a .blog, etc). A teammate and I developed/executed the entire campaign in about 72 hours. Despite spending $0 with a creative agency, this was the most successful campaign of the last 12 months. We decreased the cost of acquisition by over 30% and the number of domains purchased grew by 2.5X in comparison to the holiday season the year prior.

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Next 2017: OOH CAMPAIGN

One of my Creative Directors asked me to pitch-in on a campaign promoting our upcoming developer conference. Because engineers are notoriously allergic to advertising, I spent several hours chatting with them, sifting through Reddit forums, and reading questions on Stack in order to better understand their culture. I eventually distilled all of my insights into a deck and threw some copy lines just for fun. The team liked them and eventually a few ended up on billboards plastered around the SF Bay area for about two months.