CHELSIE HARTNESS
writer, director

Over the course of 5 months, I strategized, wrote, and creatively directed our largest global B2B campaign, which included:
 

• A new lead-gen website with defined UX and CTAs

• Top-of-funnel paid ads across display, social, and out-of-home

• A concise, reimagined brochure (reduced from 28 to 10 pages, all driving to digital)

• Segmented email drip campaigns

• Print ads in major industry publications (driving to digital)

• A branded sizzle video (which I voiced)

• Refreshed organic social media templates

• A live morning show hosted by our COO​

 

To execute this vision, I led cross-functional collaboration across Growth, Creative, Video, PR, Social, and Executive Stakeholders. My role spanned:

• Writing all campaign copy from top to bottom

• Leading UX strategy for the new lead-gen website

• Overseeing integration across design, video, and social

• Collaborating with exec leadership to align goals and outcomes

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Results: 

• 121% of our website traffic goal achieved

• 100% of our lead goal met

• Seamless internal collaboration across six departments

• A new strategic framework adopted for future campaigns

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Click the image to view all campaign assets. 

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