From random audiences to specific impact: turning ambiguity into consistent, scalable growth.
Imprint
150%
Increase in Monthly Spend
Scaled ad spend from 500K to 800K while holding MER and CPA steady
2X
A Doubled Conversion Rate
CTV campaigns doubled conversion rates and delivered a 13x return on ad spend
3X
Click-Through
Rate
CTR tripled across channels, building long-term brand authority and positioning Imprint as a leader in the swag industry.
The Brief:
Imprint wanted to increase awareness and adoption of their custom merchandise services while keeping customer acquisition costs at or below their 15% ad spend.
The Challenge:
The ask was broad and ambiguous. With a large creative production budget but no clear audience definition or messaging priorities, the risk was spreading spend too thin on generic ads that wouldn’t convert.
The Research
Conducted audience research and competitive analysis to identify high-potential segments.
Benchmarked performance across Meta, Google, and CTV to identify scalable audiences and untouched opportunities.
Key Finding: The true motivator wasn’t the merchandise itself, but the relief and empowerment that came from having a flexible, dependable swag partner.
The Work
I led the development of a full-funnel content and media strategy designed to show customers how they succeed with Imprint.
We spoke to small - large business managers, hobbyists, superfandoms, community organizers, and party planners.
We started with an Anchor video: a high production, full-funnel piece showcasing Imprint’s value across use cases. Then, we got specific. Each subsequent ad was centered on one key benefit:
Breadth - If you can touch it, we can print it.
Impact - Refining to show the impact of printing for different industries
Relevance - Culture drafting on the election for a funny splash-y video
Quality - Get the best with the printer who gets it right
Speed - Save the day with a printer who goes even faster than you do