Case Studies

Caffeinating Instagram with 2x more engagement!

The challenge:

  • Dessert Oasis Coffee Roasters wanted to promote their seasonal drinks on Instagram, since that’s the platform that receives the most engagement.
  • The goal was to promote drinks the beverage team created that were inspired by popular media.

My role:

  • Identify inspiration for the drinks and ingredients from beverage team and incorporate that into the copy in a fun yet informative way
  • Craft compelling social copy describing the drinks and encouraging customers to visit their local Dessert Oasis to try the drinks
  • Collaborate with art director to create alluring social media graphics

Right: The Overlook drink post, inspired by the hotel in the horror classic “The Shining.”

A screenshot of the seasonal drink The Overlook for Dessert Oasis Coffee Roasters. The drink is featured on a background of a beige and red patterned hotel carpet.

The results:

A screenshot of the Instagram post promoting the seasonal beverage The May Queen for Dessert Oasis Coffee Roasters. It features a colorful flower crown with the coffee drink rising out of the crown.
  • Over 6 months, these posts were 2x more likely to get engagement than other content—including comments praising the drinks and asking how long they were available in store
  • Seasonal drink posts averaged 115 likes and 2-3 engaged comments, compared to 60 likes and 1-2 engaged comments for other content

Left: The May Queen drink post, inspired by the horror movie “Midsommar.”

Cooking up engaging eblasts with 45%+ open rates!

The challenge:

  • Roberts Restaurant Group had a sizable, loyal email list but wasn’t utilizing it to full potential.
  • They wanted to promote each of their 5 restaurants to promote new menu items, seasonal specials, and encourage guests to eat at the restaurants—without spamming inboxes.

My role:

  • Collaborate with account executives and art directors to strategize what content went into each eblast, including how often they were sent and designs of each eblast
  • Competitive analysis (Lettuce Entertain You, Oak & Ash, etc.) to identify what worked and what didn’t 
  • Recreate fresh, digital bite-sized eblast copy that resonated with each restaurant brand’s audience

Left: a portion of the fall eblast for Roadside B&G

The results:

  • Over 9 months, open rates shot up from 15% to 47% and the CTR increased from just under 1% to 2%
  • The final eblast in the campaign had an open rate of 63.3% and CTR of 5.6%

Refreshing a website to help 100 more households 

The challenge:

  • Jewish Family Services wanted their dated, busy site refreshed into an easy-to-navigate space. The site itself was a quagmire of confusing copy and hard-to-navigate menus.
  • They wanted to increase calls to their office while still providing helpful information on their site.

My role:

  • Wrote and revised over 50 pages of content from the site to give a warm, helpful tone, streamline content, and encourage calls 
  • Collaborated with account team and clients to determine content, tone of voice, and CTAs
  • Led UX research with account executive

Left: rewritten JFS homepage, ‘About’ section

Below: rewritten JFS Transportation page

The results:

  • Website readability increased immediately
  • JFS was able to support 2,400+ households the year the new site launched over 2,300+ households the year prior 

Optimizing a 10% increase in organic search traffic!

The challenge:

  • Chime Entertainment needed its website copy to be spruced up and optimized for SEO.
  • They had originally hired a freelancer who turned in clunky, hard-to-read copy and wanted it redone.

My role:

  • Edit and completely rewrite clunky copy into smooth, informational content
  • Use SEO tools and best practices to optimize copy to be discoverable on search engines
  • Work with CEO to brainstorm interesting blog topics

Left: snippet from the homepage of Chime Entertainment optimized for SEO

The results:

  • Website readability increased immediately
  • Organic search website traffic increased 10% YOY in 2 years

Right: part of a rewritten blog post

Pinning on Pinterest to 59% more engagement!

The challenge:

  • Revive a PR agency Pinterest account after a long dormancy, including determine what type of content to post.
  • Consistently post quality content to drive engagement—and be repurposed for other social platforms.

My role:

  • Work with colleague to nail down Pinterest content strategy and delegate tasks
  • Design, write, and schedule pins in batches of 8-10
  • Analyze engagement/impressions data and adjust content and posting schedule as needed

Left: pin example from a campaign all about brand authenticity. This pin linked to a blog post that contained four tips for brand authenticity online.

The results:

  • 179% increase in impressions and 59% increase in engagement after 4 months of consistent pinning
  • Streamlined content creation workflow between all social media platforms


Right: standalone educational pin that was repurposed for Facebook and Instagram content