Bergstrom Creative

2019 WordPress integrated brand campaign

Strategy Design

During my time at Automattic, I led the creation of the first-ever integrated campaign strategy for WordPress.com including a product messaging framework around the "changemaker" in all of us. I wrote all campaign creative briefs, led strategy, creative development, campaign testing, brand health surveys. I also experimented with various creative and messaging solutions to find what resonated with new WordPress.com customers across mass, digital and editorial content.

Agency Leadership

I led our selected ad agency (hat tip to Interesting Development), media partners, digital agencies, and internal creative teams through the execution of this integrated marketing and editorial campaign. We rallied around a north star strategy that “WordPress helps people everywhere turn great ideas into even better realities.”

View The Work

What Can you do with WordPress?

A targeted, product focused follow-on campaign for WordPress.com

Our January 2018 brand campaign got people's attention with a 40% increase to homepage traffic during the peak of our campaign window. But this awareness blast wasn't going to be worth much without further engaging our most promising audiences.

I developed additional evergreen ad content to be used as a follow-on to those who had visited but not signed up, as well as targeting in-market audiences on YouTube, social, and digital TV such as Hulu.

View The Work