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 partnered with 3 UGC creators to spotlight a key message: Shipt is the best perk members already get with Target Circle 360. Each creator produced 2 videos built around distinct 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: The campaign drove over 6 million paid video views and a 3%+ CTR on Meta, nearly a 40% lift over non-C360 content. It also strengthened awareness of the Shipt/Target connection, with comments revealing that many consumers hadn’t realized the two were linked or that they could use their C360 membership for Shipt orders.
Brand: Shipt Channel:TikTok and Instagram Influencer Content Strategy
Business Problem: Build awareness of the partnership between Shipt and Perplexity’s Comet browser, then turn that awareness into action. Beyond getting the word out, we needed to drive website visits, get people to download the new browser, and nudge them to place their first Shipt order.
Strategy Overview: Tap 4 mid-tier to macro influencers across tech and lifestyle to drive awareness and adoption of the Comet browser through the Shipt and Perplexity partnership. We chose tech influencers to build credibility and trust with early adopters, and lifestyle influencers to extend reach into everyday use cases. Every piece of content was built to spark conversation, generate buzz, and drive downloads.
Tech reporter and creator Jessica Nazari announced the partnership across two posts, and went a step further by serving as our spokesperson on a local LA TV broadcast.
KPIs:
Engagement Rate
Website Visits
Results: Across the two-month campaign, our influencer content drove over 27K web visits, led mostly by TikTok. Click-through rates were strong too: one post hit a 5.98% CTR, roughly 10x our usual rate for boosted influencer 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.
Brand: Shipt Channel:TikTok and Instagram Content Strategy and Creator Management
Business Problem: Shipt’s internal creative team didn’t have the bandwidth to produce enough video content to keep the social calendar full and active. On top of that, authentically spotlighting regional retailers is genuinely complex, so several retail partners were getting left out of the conversation on Shipt’s channels.
Strategy Overview: Build a roster of content creators to boost our social output and speak to regional retail partners authentically. We assigned each creator a primary and secondary retailer so we could reach both local and national audiences.
Shipt creator Colleen S. made this relatable video showing a real grocery delivery use case.
KPIs:
Engagement Rate
Post Reach
Content Output
Results: In our Q4 2024 test phase, three creators produced 22 pieces of content. We recruited them in key retail markets across Texas and the Midwest, which let us create content for important retail partners on the Shipt platform. Their content outperformed the in-house creative team’s, driving 47% more engagement. Based on those results, we expanded the program in 2025 to add recipe creators and more 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: Build buzz around Canada Dry’s “Busy is a Four Letter Word” campaign, which pushed people to take a moment for themselves, drop the word “busy” from their vocabulary, and connect the brand with relaxation. Canada Dry also wanted to drive traffic to its Busy Assessment quiz, which gave consumers tips for carving out time to unwind.
Strategy Overview: Tap into a multi-tiered influencer mix spanning celebrity, top-tier, and mid-tier creators, each sharing a series of posts about what they’ve accomplished since cutting the word “busy” from their lives. Running multiple posts per influencer let us reinforce the message and cement Canada Dry as the brand for relaxation.
Lifestyle influencer Jess Kirby shows how she carves out a moment to relax and unwind.
KPIs:
Impressions
Content Engagement Rates
Total Pieces of content
Results: We activated 11 influencers (1 celebrity, 2 mid-tier, and 8 micro-influencers) who drove 9.1 million social impressions from 31 pieces of content. On top of that, the campaign earned 72K video views and 57K post engagements (likes, comments, and shares) across Facebook and Instagram.
Brand: Etsy – Seller Channel:Instagram and Facebook Social Strategy/Creative Strategy
Business Problem: The social strategy for Etsy’s seller channels (Etsy Success) was not landing with the seller community. The content missed how sellers actually looked for information, so it failed to connect.
Strategy Overview: Before the revision, the content mix leaned mostly inspirational and promotional. Seller research showed that Etsy sellers wanted practical help running their shops and lessons from sellers who had already succeeded. So I reframed the strategy to meet sellers on the channels they use every day. I shifted the content mix from promotional and inspirational to educational and inspirational, redefining what inspirational meant for our sellers. Then I refocused the channels to deliver quick, actionable tips for running an Etsy business.
KPIs:
Increased Follower Growth
Content Engagement Rates
Results: From 2018 to 2019, the new strategy drove strong results across both Facebook and Instagram: 13% audience growth, a 62% lift in impressions, and a 20% increase in overall engagements.
Instagram Live Listing Critiques Series: Partnering with our Community Education Team, I launched a live series to help Etsy sellers make their listings more discoverable on the site.
Brand: Etsy Channel:TikTok Content and Channel Strategy
Overview: I started by mapping the TikTok landscape and running an in-depth competitive analysis. From there, I worked with our freelance content creator to build a robust launch plan. The plan promoted the channel across Etsy’s social accounts (Instagram and Twitter), our weekly seller email, and a feature in a buyer email. This was Etsy’s first new channel in four years, so I designed distinct content franchises to drive buzz and excitement, and we jumped on relevant TikTok trends. With my team of content creators and a video editor, we produced three to four new pieces of content each month.
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 