Brand: Shipt Channel:TikTok and Instagram UGC Ads Creative
Content Creator Liana talks about the great benefit you already have access to with your Target Circle 360 Membership
Strategy Overview: We leveraged 3 UGC creators to highlight new marketing claims, showcasing that Shipt is the best perk that they already have access to with their Target Circle 360 membership. Each creator made 2 videos showcasing different claims, including “#1 Delivery Experience” and “Other apps get your groceries, we get your groceries perfect.”
Content Creator Brooke chats through the greatest benefit of your Target Circle 360 Membership, Shipt!
KPIs:
Engagement Rate
Website Visits
Content Creator Colleen talks through why Shipt is the best same-day delivery service you already have with your Target Circle 360 membership
Results: This campaign is currently in market (as of 2/25) so results are forthcoming
Brand: Shipt Channel:TikTok and Instagram Influencer Content Strategy
Business Problem: Generate awareness of the partnership between Shipt and the Comet browser by Perplexity. In addition to creating awareness of the program, we were also tasked with driving website visits to encourage consumers to download the new browser and place their first order on Shipt.
Strategy Overview: Leverage 4 mid-tier to macro influencers in technology and lifestyle to drive awareness and adoption of the Comet browser through the Perplexity and Shipt partnership. Technology influencers were selected to establish product credibility and trust with early adopters, while lifestyle influencers extend reach into everyday use cases. Content will be designed to spark conversation, generate buzz, and encourage downloads.
We worked with Tech Reporter and creator Jessica Nazari to announce our partnership, in addition to creating two posts for us, Jessica also served as a spokesperson for a local TV broadcast in LA.
KPIs:
Engagement Rate
Website Visits
Results: Over the course of the two months that the campaign was running, our influencer content drove over 27K web visits largely driven by TikTok content. We also saw strong CTR from influencer content with one post driving a 5.98% CTR, a 1000% increase of our normal influencer CTR for boosted content.
#ShiptPartner Shopping made simple. With the new Comet browser from Perplexity, I can go from chat to cart in minutes, and @Shipt brings everything right to my door the same day. Download and use the Perplexity Comet browser to place a Shipt order and get $10 off your order of $35 or more*. Offer valid 10/2/25 through 12/1/25 at 11:59 p.m. ET, or until the total number of eligible redemptions reaches the program limit, whichever occurs first. Qualifying Shipt orders of $35 or more will automatically receive $10 off at checkout. Limit one use per customer. Offer is subject to Shipt Promotional Terms and Conditions. Shipt reserves the right to change or cancel the offer at any time without prior notice. To download Comet you will leave Shipt and be redirected to a third-party website. Shipt is not responsible for the content, privacy policies, or security of external sites.
#ShiptPartner Thanks so much @Shipt for helping me lie and deceive my current husband. Couldn’t have done it without you!! 🫶🏽 Download Comet, a new AI-powered browser from Perplexity, by visiting the link in my bio. Download and use the Perplexity Comet browser to place a Shipt order and get $10 off your next order of $35 or more*. Offer valid 10/2/25 through 12/1/25 at 11:59 p.m. ET, or until the total number of eligible redemptions reaches the program limit, whichever occurs first. Qualifying Shipt orders of $35 or more will automatically receive $10 off at checkout. Limit one use per customer. Offer is subject to Shipt Promotional Terms and Conditions. Shipt reserves the right to change or cancel the offer at any time without prior notice. To download Comet you will leave Shipt and be redirected to a third-party website. Shipt is not responsible for the content, privacy policies, or security of external sites.
We reengaged one of our previous partners Uly to bring a little fun and humor to how folks could use the integration, this post drove a nearly 6% CTR on Meta
Brand: Shipt Channel:TikTok and Instagram Content Strategy and Creator Management
Business Problem: Due to bandwidth issues, the internal creative team at Shipt was not able to produce video content at the volume that was needed to sustain a healthy and robust social media calendar. This coupled with the complexities of the Shipt business including spotlighting regional retailers authentically, left some of our retail parters out of the social media conversation on Shipt channels.
Strategy Overview: Develop a roster of content creators that could serve to increase our social content output as well as speak to regional retail partners authentically. These creators will each have primary and secondary retailers to ensure that we’re speaking to both local and national audiences.
Shipt content creator Colleen S. created this relatable video that highlights a grocery delivery use case
KPIs:
Engagement Rate
Post Reach
Content Output
Results: During our test phase in Q4 of 2024, we partnered with three creators who produced a total of 22 pieces of content. We partnered with creators in key retail markets in Texas and the Midwest, which allowed us to create content for key retail partners on the Shipt platform. During this test phase, content created by our Shipt Creators, outperformed content made by the in-house creative team, generating 47% more engagement. We expanded the program in 2025 to include recipe creators as well as additional regional partners.
Whether it’s the crowds, the chaos, or just your couch calling, we get it—going to the store isn’t always the vibe. That’s why Shipt makes it easy to get everything you need delivered to your door, same-day. No stress, no sweat, just convenience. #interview#shopping
Brand: Canada Dry Channel:Instagram Influencer Strategy and Execution
Business Problem: Generate buzz around Canada Dry’s campaign “Busy is a Four Letter Word” that encouraged consumers to take a moment for themselves and eliminate the word “busy” from their vocabulary and strengthen the brand’s tie back to relaxation. In addition, Canada Dry wanted to drive traffic to their Busy Assessment quiz, which gave consumers tips and tricks on how to take some time out to relax.
Strategy Overview: Tapping into a multi-tiered influencer mix of celebrity, high, and mid-tier influencers of various following, who each shared a series of posts of all that they’ve been able to accomplish now that they’ve eliminated the word “busy” from their life. By having our influencers share multiple posts, it allowed us to strengthen the messaging and tie back to Canada Dry being the brand for relaxation.
Lifestyle influencer Jess Kirby sharing how she takes a moment to relax and unwind
KPIs:
Impressions
Content Engagement Rates
Total Pieces of content
Results: We were able to activate 11 influencers (1 celeb, 2 mid-tier, and 8 micro-influencers) to garner 9.1 million social impressions from 31 pieces of content. In addition, we achieved 72K Video Views and 57K Post Engagements (Likes, Comments, Shares) across Facebook and Instagram
Brand: Etsy – Seller Channel:Instagram and Facebook Social Strategy/Creative Strategy
Business Problem: The social media strategy for Etsy’s seller social channels (Etsy Success) was not resonating with the seller community, and content was not connecting with how sellers were looking for information.
Strategy Overview: The content mix before the revised strategy was mostly inspirational and promotional, after digging into seller research, I found that Etsy sellers were looking for ways to help run their Etsy shop and learning from successful sellers who had seen success selling on Etsy. I then worked to reframe the strategy to engage with Etsy sellers on the channels they’re using on a day-to-day basis. The content mix also shifted away from promotional and inspirational to educational and inspirational (redefining what inspirational meant for our sellers). The channels were refocused to provide quick tips for sellers on how to run their Etsy businesses.
KPIs:
Increased Follower Growth
Content Engagement Rates
Results: From 2018 to 2019 when the new strategy was implemented, across both Facebook and Instagram, there was 13% audience growth, a 62% increase in impressions, and a 20% increase in overall engagements
Using Sellers to Educate Other Sellers – This series was focused on how sellers can use the various tools on Instagram to help promote their businesses.
Instagram Live Listing Critiques Series – In partnership with our Community Education Team, I launched a live series focused on helping Etsy sellers make their listings more discoverable on the site.
Brand: Etsy Channel:TikTok Content and Channel Strategy
Overview: Looking at the overall landscape of TikTok including doing an in-depth competitive analysis, I worked with our freelance content creator to build out a robust channel launch plan, which included both cross channel promotion on Etsy social channels including Instagram and Twitter, but also in our weekly seller facing email as well as a feature in a buyer email. The TikTok was was Etsy’s first new channel launched in 4 years. I devised distinct content franchises to help generate buzz and excitement, in addition to hopping on relevant TikTok trends, with my team of content creators and a video editor, we worked to produce 3-4 new pieces of content a month for the channel.
Brand: Etsy – Seller Channel:Instagram and YouTube Social Strategy/Video and Creative Strategy/Video Production
Business Problem: Increase positive sentiment around running your small business on Etsy. In addition to increasing positive sentiment, find ways to increase seller UGC to use on the Etsy Success Instagram account.
Strategy Overview: To offset the negative community sentiment that Etsy was experiencing in 2019, I wanted to reinvigorate the community and passion for using Etsy as a platform to run your small business. I created a social first contest in which we would fly out 4 sellers to our Brooklyn offices for a day of workshops, shop optimization, and a chance to share their stories with our larger seller community. We encouraged sellers to share the reasons why they sell their items on Etsy for a chance to win.
Campaign KPIs:
Positive Seller Sentiment (judged by number of viable entries)
Total Engagement throughout the campaign
Video Views and Watch Time of the hero video “Why Sell on Etsy” where the seller winners shared their stories.
Results: We received over 300 quality submissions from sellers and were able to source 35 pieces of UGC content throughout the run of the campaign. The hero video produced with the winning sellers generated over 28K views on YouTube and the resulting cutdowns generated over 70K views on Etsy Success Instagram
Additional Videos
Final Hero Video – Why Sell on Etsy, featuring Etsy Contest Winners
Brand: Etsy – Seller Channel:YouTube Video and Creative Strategy/Video Production
Business Problem: Educate Etsy Sellers on the importance of preparing their shops for the busy holiday season (September – December) and alert them to new products and services that Etsy has for seller success.
Strategy Overview: Knowing that our seller community is usually looking for actionable and specific advice, I partnered with the Seller Blog team to turn high performing blog content into easily digestible video content. The videos would showcase not only actionable tips and tricks to run your business, but they also provided education on priority seller tools for our community to use during the busy holiday season, including shipping labels and estimated delivery dates.
Preparing Your Shop for the Holidays
Campaign KPIs:
Video Views
Total Engagement
Watch Time
Results: In 2021, the videos received nearly 20K organic views on YouTube and over 200K on Instagram (with short cutdowns). These videos also exceeded average watch times on YouTube by 35%
Brand: Etsy Channel:YouTube Video and Creative Strategy/Video Production
Business Problem: Reactivate Etsy’s YouTube presence with no additional video production budget, and tap into creative solutions to home decor and DIY using Etsy items.
Strategy Overview: Reviewing YouTube search terms and past video performance on Etsy’s YouTube channel, I tapped into testing DIY and How-To content as a way to bring relevance and engagement back to Etsy’s stagnant YouTube presence. With no additional budget to hire videographers and production crew, we tapped into creators who were already contracted with Etsy to produce longer form content using items readily available in Etsy’s item closet and a handful of new product ordered from Etsy sellers.
How-To: Decorate a Holiday Mantel
Campaign KPIs:
Video Views
Total Engagement
Watch Time
Results: Since launch, the videos have received over 20K organic views on YouTube and over 1.5M on Instagram (with short cutdowns). These videos also exceeded average watch times on YouTube by 20%
Brand: Etsy Channel:Instagram and YouTube Video and Creative Strategy/Video Production
Business Problem: Bring the stories of our seller community to life for external buyer and seller audiences as well as internal employee channels. Strengthen the overall brand positioning of Etsy “Make Commerce Human.”
Seller Story – Val and Ray Talbert of Tal and Bert
Strategy Overview: Reviving and revising Etsy’s Meet the Maker series to be more consumer facing. To make these high production videos more impactful, I tied them directly to key marketing and impact moments like The Etsy Design Awards, Creator Collabs (our program pairing celebrities and influencers with Etsy Makers to create one of a kind collections), and moments like Pride, Black History Month, and AAPI Heritage Month.
Seller Story – Asher Ford of Object Lover
Campaign KPIs:
Video Views
Total Engagement
Watch Time
Results: Since launching the revised strategy, the videos have received over 100K total Organic Views on YouTube and 1M combined views on Instagram
Additional Videos
Seller Story – Melanie Abrantes
Seller Story – Chioma Hall of Chiomanni
Seller Story – Natalie and Emma Wilcox of Little Pickle Memories
Etsy Design Award Winner – Candice Luter of ShopCandiceLuter
Seller Story – Nicole Lewis of Art2theExtreme
Seller Story – Mandy Wang of MandyXYWang
Etsy Design Award Winner – Tim Stevenson of WeAreLunarium
Seller Story – Kristie Wang of A Jar of Pickles
Etsy Design Award Winner – Maria Gabriela Duque Albornoz of Marigaby Designs
Evan Watkins - Social Media and Content Strategist 