cardfactory

In my position as the Account Manager for Cardfactory, I was fortunate to lead several seasonal campaigns that included initiatives for Christmas 2023, Valentine’s Day, Mother’s Day, and Father’s Day. Acting as the primary liaison for the client, I expertly navigated the complexities of each campaign, ensuring a seamless transition from concept to execution.

Our focus was on crafting captivating messaging and innovative strategies tailored to each holiday, collaborating closely with category and brand marketing managers to ensure alignment with their overarching goals. I organized regular status updates and work-in-progress (WIP) reports to track progress and maintain momentum among our various teams.

My attention to detail extended to coordinating travel and in-person meetings to strengthen client relationships and foster collaboration.

In addition to client management, I worked hand-in-hand with our media team to oversee asset dispatch and formatting requirements, ensuring that all materials met the highest standards for each campaign.

By implementing structured workflows and proactive communication, I was able to create a productive environment that positioned us to achieve our goals. Overall, the results of these campaigns were exceptional, underscoring the effectiveness of our strategic approach and teamwork.

Learn more about cardfactory here.

Goals & Objectives

The key goal was to establish cardfactory as the nation’s celebration experts.

Supporting goals included increasing organic search and social channel traffic.

My Responsibilities

Creative Copywriting

In my role, I played a key part in the creative process by contributing to concept generation, copywriting, storyboarding, and scriptwriting for our seasonal advertisements. My flexibility allowed me to collaborate closely with our creative team while providing innovative ideas that brought a witty and engaging flair to our campaigns. I supported the development of distinctive messaging that resonated with the target audience, showcasing my ability to adapt and upskill in response to the dynamic creative needs of each project.

Seasonal Campaign Management

As the primary manager for our seasonal campaigns, I served as the direct contact for the client, expertly navigating the intricacies of product groupings and nominations. I coordinated with various stakeholders, including third-party organizations, to book and record voiceover artists for our video deliverables that were showcased on platforms like Meta and YouTube. This role required precise execution and attention to detail, ensuring that all creative assets aligned with the client's vision and campaign objectives.

Creative Briefing & Management

I was responsible for managing the receipt and transformation of client briefs, which outlined key products, preferred messaging, and deliverables. I reformulated these client briefs into actionable creative briefs and conducted collaborative meetings with the creative team to ensure clarity and precision in asset creation. Additionally, I took charge of timeline management, facilitating client approvals, and overseeing the dispatch of assets to guarantee that all materials were delivered on schedule and met the high standards expected by cardfactory.

Example Campaigns

-

Example Campaigns -

Across 10 months this project included four seasonal campaigns YOU Agency produced for cardfactory. The main goals of the seasonal campaigns are/were: to raise awareness about cardfactory's seasonal ranges, to drive traffic both online and in-store, and to encourage multi-category purchases and drive average basket value.

The campaign included Contextual Display, Radio ads, influencer, and digital assets. Media spread across major platforms including Meta, YouTube, and Traditional Radio. The campaign upon completion had 217.9 million impressions/impacts with a 19.7% view through rate. Ultimately, we delivered a 30% increase in organic search and a 34% increase in social channel traffic YoY.

2023 Christmas Campaign

2024 Valentine’s Day Campaign

The campaign included Contextual Display, influencer, and digital assets. Media spread across major platforms including Meta, YouTube, and TikTok (Spark Ads). The campaign upon completion had 66.5 million impressions/impacts with a 26.1% view-through rate on skippable ads. Ultimately, the increased media investment helped cardfactory deliver on & offline sales well above forecast for the season.