Social Media Campaign

Smithsonian magazine

Our circulation and marketing teams approached me with the challenge of increasing print subscriptions. One opportunity I identified as being underutilized was advertising on social media.

After completing a target market analysis, I proposed focusing our campaigns on Facebook and Instagram. I recommended that we shift from a product-focused to a brand-focused campaign that leverages more engaging and relatable imagery. In addition to developing the concepts, I wrote the copy, came up with the storyline and took the photographs. We A/B tested the existing campaigns against these new concepts and the new ones out-performed by over 40%, influencing a new marketing strategy across all platforms for 2022.

Concept 1

The first concept is one that puts the magazine in a relatable environment, setting a cozy mood. The story is told through the background image. For the images with the dog cover and stonehenge cover, I also staged the background and took the photographs.

Concept 2

For the second concept, I used animated covers and language to describe what Smithsonian magazine does. I wrote the initial language, and the idea of using creative language in this way was new to the team. 

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