Purplebricks USA
Real estate social
When Purplebricks landed in the U.S. in 2017, it was already arguably the most successful real estate brokerage in the U.K. At that time, it had ambitious plans to change the face of real estate in the U.S., Australia, Canada and Germany as well. With its hilarious and offbeat ad campaigns and unexpected purple logo, the company had already achieved impressive awareness in its country of origin. My brief was to help foster that awareness in the U.S. by taking the company’s social media platforms beyond mere ad receptacles. The result was a storytelling platform featuring, not only the company’s value propositions, but also its people.
Purplebricks USA
Email: The “REal” Campaign
One year after opening in the U.S., Purplebricks had amassed an email list of potential customers totaling almost 20,000 (and growing by the week). Yet, beyond transactional emails, they hadn’t created a program for reaching audience members who hadn’t yet converted. I was charged with creating Purplebricks’ first-ever editorial email offering. The result was the “Real Campaign,” a series of three different types of emails, mostly featuring lifestyle content, that reached the Purplebricks dedicated consumer base every Friday evening. The campaign consistently achieved open rates between 17% and 28% and a click-through rate hovering above the national average. But more importantly, it helped to put a more human face on a relatively lesser-known brand.
Joybird Furniture
Paid email campaign
An already digitally forward company, Joybird furniture sought to grow its customer base by partnering with Atomic Ranch Magazine (AR). As Director of Content Marketing at AR’s parent company, Engaged Media, I was charged with developing an email program to reach AR’s 12,000-strong email customer base with exclusive Joybird content. Because Joybird is so content-strong, the task proved both easy and fun. The result was a monthly email catered to Midcentury Modern enthusiasts and highlighting Joybird products. The campaign showed impressive results, with open rates consistently above 25%.
