Client: Austin Pets Alive!
Description: I collaborated with designers, art directors, photographers and content strategists to develop a social campaign for the organization’s 10th anniversary. The goals of the campaign were to secure recurring donations and promote a 10th-anniversary party.
Idea: I pitched the concept “We’re turning 70 in pet years!” based on the loose conversion of 1 human year to 7 “dog years.” This became the central message of the campaign because it was a novel, pet-focused way to frame APA!’s 10th anniversary.
- Collaborative brainstorming
- Submission of photo ideas to APA!
- APA! approval and guidance
- On-site photoshoot at APA!
- Copywriting for images curated by art directors
- Campaign launch
I co-wrote the copy for this campaign kickoff executed as an Instagram story.
I also wrote copy for Facebook and Instagram posts designed to increase donations and promote APA!’s anniversary party. The mockups below were generated using Ad Parlor to show how my copy was used.
Announcement Email Headers
During the brainstorming process, I wrote copy for these mockups that were used to pitch our campaign idea.