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myWorth Finance

Brand Identity and Paid Social Ad Campaign

Services

Brand Identity, Paid Social Advertising Campaign Concept and Launch, Copywriting

The Brief

myWorth, a women’s financial wellness publication, needed a compelling brand identity and launch campaign to introduce their new brand to the world while earning the attention of their target millennial to Gen X audience. Their main goal was to capture emails.

The Strategy

I worked as a copywriter and brand/content strategist to position myWorth as a wellness-focused content media platform operating in the women’s financial wellness space.

With no previous brand strategy or voice behind them, we had the gift of a clean slate to set the tone for myWorth’s future-forward brand. Our team worked to present three creative hooks before narrowing down to the winner: transparency.

In the following weeks, I led copy and brand strategy from a voice and tone perspective across organic social content and two paid social advertising campaigns. I also spearheaded the team’s internal and contributing writer copy guides.

The Deliverables

Brand Guide, Paid Social Brand Awareness Advertising Campaign, Paid Social Full-Funnel Advertising Campaign, Brand Voice Guide, Organic Social Media Management, Event Activation Concepts.

*In 2019, our “Challenge Your Mind, Change Your Money” full-funnel campaign was nominated for a Shorty Award in the Financial Services Category and won a Finalist recognition.

Brand Identity

I led a series of discovery workshops and worked alongside a strategist and creative director to concept the brand’s identity. Below is the final brand guide that served as our project deliverable

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View Full Case Study

Brand Voice Strategy

I crafted the brand’s voice and tone, a key component in positioning the brand as an accessible resource for financial guidance. The brand voice carried across the website, contributor content, paid and organic social media, and email marketing efforts. Below are slides pulled directly from the brand voice deck presented to myWorth.

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Brand Awareness Paid Social Campaign Strategy and Ad Copy

We launched the brand on social media via a brand awareness campaign. I led content strategy and ad copy for this effort.

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Full-Funnel Paid Social Advertising Campaign

After our initial brand awareness launch, we moved into a full-funnel effort across paid social to move prospects through the funnel and collect email addresses from our target audience. I acted as a creative content strategist and ad copywriter for this campaign. Below is a case study outlining our strategy and results from this effort, along with ad creatives from each phase of this three-phase campaign.

*In April of 2020, our team earned a Finalist title in the 12th annual Shorty Awards for this campaign.

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View Award Nomination and Case Study