BACH Summer
Every year on Memorial Day, I launched our BACH Summer campaign to highlight peak planning season for bachelorette parties. Images were sunnier, graphics included more motion, and our brand conveyed the excitement of our bookable summer experiences. I partnered with Venmo to include branded GIFs for every transaction related to bachelorette parties. I collaborated with influencers to create summer itineraries that I uploaded into our app for party planners. I branded cans of rosé and designed swag for social giveaways. I compiled destination themed summer playlists for our Spotify channel. I created an email strategy that emphasized the urgency of booking our most popular summer experiences like private yacht charters before the best time slots were taken. If you were planning a party in the BACH app, you could not escape the hype of BACH Summer until your itinerary was locked in.

BACH Branded Rosé & White WIne
As part of BACH Summer, we partnered with Eliqs to create custom canned wines to gift to our customers and contest winners. I wrote 6 labels to match the personalities of our audience and worked with illustrator Nicole Ench to complete the can designs.

BACH Polls
Sure, every brand uses polls in their Instagram Stories. But I was able to turn this social feature into a brand phenomenon by paying close attention to our audience. By allowing our audience to submit their own anonymous polls—whether about bridesmaid drama or party planning dilemmas—I created a highly engaged community of brides and their friend groups. You can see in the screenshots above that our polls averaged 65-70% engagement, generated buzz and DMs, and even sparked partnerships with other brands as the popularity of our polls grew. We averaged 1,000 submissions per week and I utilized their popularity for email marketing, grid content, and blogs. The best part, polls were no cost to our company and we learned countless details about our audience and how they think, feel, and behave.

BACH 100k Club
When our Instagram following hit 100,000, I saw an opportunity to utilize social proof to convert our app's users into customers. I made our followers feel as they were part of an exclusive club, flipping our brand to a nightlife aesthetic for one week to emphasize our party offerings. I wrote planning pro-tips to guide them in creating their itineraries, provided on-theme playlists to keep our brand top of mind during their bridal era, and introduced our mission and members of our team to give a behind-the-scenes look into our company all while emphasizing credibility by highlighting our growing user base.

BACH Friday/Best of BACH/Ring in the New Year

I created a cycle of 3 year-end campaigns that revved up our marketing in preparation for January (our biggest month for user acquisition because of marriage proposals over the holidays). Best of BACH was designed to gather as much UGC and creative intel as possible, pumping our audience for party themes, ideas, planning behaviors, as well as photos and videos. I let the audience vote for their favorites and then used all the data and assets to create planning guides and content for the new year. Ring in the New Year was a social giveaway campaign that featured prizes from related bridal brands, so that people expecting a proposal for themselves or their best friends were signing up for our marketing ahead of their engagement.

BACH Party Virtual Experiences
When Covid hit, brides were devastated as their bachelorette party dreams seemed nearly impossible. I worked with our incredible business development team to create a roster of virtual bach party experiences that brides could enjoy with their friends. Maids of Honor hosting Zoom parties were able to include special appearances from Broadway stars, comedians, reality show contestants, Real Housewives, and influencers. We also provided fun events like game nights, cooking classes, group workouts, and of course drinking games.

Lifecycle Marketing Campaigns
I wrote, designed, and installed BACH's entire lifecycle marketing strategy in Iterable consisting of email, push, in-app messages, and SMS. An example of an automated email journey is the Planning Timeline Series, where party planners progressed through a countdown to their party date. The content educated them on where they should be in their planning process and created a sense of urgency when they should be booking their experiences in our marketplace. They also received city guides per their party destination, inspiration for their itineraries, and helpful tips and reminders. These journeys boasted a 75% open rate and over half of our company's revenue could be traced back to engagement within these campaigns.