Inner power campaign
THE PROJECT
Up to 1 in 6 couples will face infertility. Despite this, it’s often a lonely experience marked by feelings of anxiety, depression, and shame. To raise awareness about infertility, we designed a multichannel campaign to benefit the nonprofit Fertility Matters.
The #MyInnerPower campaign was brought to life through influencer and media partnerships, personal testimonials, earned media efforts, original web and social content, and on-the-ground presence at a Toronto-area women's event. Alongside my design partner, I provided creative direction and strategic oversight for the campaign, including website design, content marketing efforts, and the social media calendar.
In the month following the campaign launch, website traffic increased by more than 20% and lead conversion increased by 44%. Our web and social efforts drove 4.9 million impressions, nearly half of which were the result of influencer-generated content.
SCOPE
Tone of voice
Creative direction
Omnichannel engagement strategy
Website design
Content marketing campaign
Social media campaign
