TREND PR — Launching a New Artist From Zero Audience
Sometimes the best strategy is the one you never see coming.
Context
A new independent artist was releasing their first track with almost no existing social presence. The goal was to create early discovery and emotional connection around the release.
What I Owned
I led the social content strategy. I concepted, produced, edited, and posted all promotional content for the campaign.
Execution
My first approach used humor and trend-based videos, but performance was weak. After reviewing early data, I pivoted. I had the artist record a stripped down acoustic performance, and I edited the video to focus on the emotion and story behind the song. This shift dramatically changed the engagement level.
Impact
The new video hit almost 100k views on Instagram, and the song finished with 35k streams on Spotify. For a brand new artist with no audience, this was a strong result and that emotional performance format became our primary creative direction for future releases.
Takeaway
This project reinforced that you cannot force “virality.” Listening to the data, understanding how audiences actually connect, and being willing to change the angle quickly can make all the difference.
Sully’s Brand — Scaling a Holiday Sale With Paid Ads
It all begins with an idea.
Context
Sully’s Brand runs a major Saint Patrick’s Day sale every year. This was the first time I was trusted with a meaningful paid budget to drive performance across Meta and Google. My goal was to use paid ads to increase conversions during the sale window.
What I Owned
I planned, built, launched, and managed all Meta and Google campaign structures, including audience selection, creative testing, and weekly optimization.
Execution
Since I was still building my confidence with paid platforms, I intentionally structured the campaign around learning. I launched 10 different ad sets to test audiences and angles. After the first week of data, I evaluated performance and created 3 new ads per winning ad set to further refine and scale what was working.
One surprise: flags outperformed t-shirts by a significant margin. That insight influenced where I shifted spend and how I positioned the rest of the sale creative.
Impact
The Saint Patrick’s Day promotion reached a 300% ROAS. The campaign generated strong sales volume and confirmed that a more experimental, test-and-learn structure led to better decisions rather than assuming we knew which products would carry the sale.
Takeaway
Paid ads work best when you let the data lead. Instead of trying to guess the “right” creative or audience, I built a rapid-learning structure that allowed the platform performance to point toward the winners. This shaped how I’ve approached paid strategy ever since.