Backstage— The Last 8 Years:
Now that you know the story, check out some of the work!
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New Year’s is one of our largest and most important campaigns. For 2025, we planned a month-long push across every channel: over 30 email creatives (with multiple variations), a month of paid social ads to test, house ads, modals, OTT ads, and more.
To generate all the content we needed in one strategic shoot, I worked with our creative agency to cast real Backstage actors for a photo + video shoot. A photographer captured dynamic portraits while a videographer filmed interviews and behind-the-scenes footage.
This concept was rooted in performance data—our best-performing creatives always featured real users sharing advice or stories about their craft. We wanted to inspire others to take a step toward their creative dreams, with work that felt authentic, grounded, and aspirational.
Seasonal Campaigns
Just a few selections of many variations. Ads ranging from 8 seconds to 1.5 mins to test across all social platforms and OTT.
Video
I led my designers through a marathon of email creation—30+ emails, each with winback and UK variations. On top of that, our small but scrappy team made sure our other two brands had their own New Year’s campaigns ready to go, too.
Email:
We created house ads, modals, and hero image that was cohesive across social, email, and website.
Homepage, etc:
To better reach users at key moments in their journey, whether they’d recently canceled or just signed up—we created tailored emails based on their needs. Using insights from past testing, we designed clean, clear creatives rooted in what we knew drove conversions.
Automated Campaigns
When I first joined Backstage, we had around 50k Instagram followers—now we’re nearing 600k. I played an instrumental role in encouraging our marketing team to take organic social seriously. At the time, it wasn’t a priority, but whenever I had a free moment, I was brainstorming post ideas and designing assets. Even small, strategic efforts led to immediate growth. Today, we have a dedicated social team that does an amazing job growing our presence across platforms, and our creative team continues to support with everything from one-off ideas to full content templates.
