Campaign Case Studies
The Witch's Way to Wealth
Jessie DaSilva · Consumer Launch Campaign
Jessie DaSilva, dubbed the "Millennial Money Witch" by Forbes, came to Casablanca with a bold premise: witchcraft as a framework for financial freedom. The audience — Millennials and Gen Z rejecting Boomer money advice — required both cultural fluency and conversion-driven execution.
As lead marketer, I developed the full campaign strategy: a tiered pre-order incentive program targeting 750 preorders, a promotional copy framework that led with audience identity, and visual assets designed for the book's irreverent, maximalist brand. The affirmation deck was a custom merchandise concept — physical cards featuring the book's core principles — used to drive pre-order momentum across social and email.
Sample Campaign Copy
Something magical just happened to your wallet! Receive a FREE deck of affirmation cards when you purchase your copy of THE WITCH'S WAY TO WEALTH before 12/20/23! Just in time for the holiday season, give the gift of money manifestation AND a bonus card deck this year. Fill out this form in our bio to claim your cards.
Promotional Launch Copy — Oct. 2023
Witchcraft meets budgeting in this unique and intuitive approach to money, from the internet phenomenon Jessie DaSilva dubbed the "Millennial Money Witch" by Forbes. Making Money just got Magical... Manifestation, crystals, deities, divination, energy waves, meditation — these magical practices are not only good for your mental health, but they are also good for your wallet! As Millennials and Gen Z's struggle to maintain financial stability, they frequently look to Baby Boomer advice that doesn't even apply to the current financial climate. Finding new ways to deal with money is long overdue. A little bit of magic may be the answer! From Jessie DaSilva, the intuitive mindset coach dubbed the "Millennial Money Witch" by Forbes, comes new witchy and intuitive practices to help manifest real financial freedom. Using her three principles of magic, DaSilva combines business savvy techniques with real witchy practices to give a much-needed how-to-guide to making money!
"Something magical just happened to your wallet! Receive a FREE deck of affirmation cards when you purchase your copy before 12/20/23!"
— Campaign hook copy, Oct. 2023
Order incentive banner — social + email
Affirmation deck — square social asset
Goodbye, Perfect
Homaira Kabir · Sustained Launch Content Program
Goodbye, Perfect — a women's self-development book about releasing perfectionism and living authentically — required a social content strategy that matched the book's emotional register: warm, thoughtful, and community-inviting rather than promotional.
I designed and executed a sustained content cadence built around the book's core concepts using a consistent branded visual template, rotating between quote-led graphics, engagement-first captions, and conversion-oriented pre-order copy. The campaign layered community activation (hashtag strategy, share prompts) with direct sales mechanics — tiered pre-order bonuses up to $1,150 in value.
Sample Campaign Copy
What will having more confidence mean to you? It looks different for everyone, but what is at stake for you as you build your confidence? How will you feel when you've gained that extra boost? These are some of the questions you'll need to answer for yourself as you read Goodbye, Perfect. Feel free to suggest this book as your latest book club pick or as a potential personal development course at your place of work.
Quote Series Caption — Confidence
Confidence is not an item on a to-do list, complete once you've ticked it off. Confidence building and maintenance is the work of a lifetime. To maintain optimal confidence, you must continue on the journey of listening to the needs of your body, mind, and spirit, and honoring those needs through authentic deeds. How will you honor your needs today? Feel free to share this post to your own socials with the hashtag #goodbyeperfectproject! Every share helps spread the word about this book.
Pre-Order Launch Copy
Goodbye, Perfect debuts on April 11, 2023, and we are so excited to share it with you. The best way to support this journey and to get your own copy is to pre-order wherever books are sold. To thank you for your early support, Homaira Kabir will be providing a free 90-minute workshop to all who submit proof of purchase. This workshop will include an exclusive powerful growth tool not found in the book. If you order 5 or more copies, not only will you receive access to the exclusive workshop, but you'll also get a self-care toolkit as well as a reader's guide for you to discuss with your friends, colleagues, team, or book club. For those interested in pre-ordering 10 or more copies, also receive one free membership to the Goodbye Perfect Program, a 20-week transformational journey for women who want to make the most of their "one wild and precious life" (valued at $1,150 USD).
"How will you honor your needs today? Feel free to share this post with the hashtag #goodbyeperfectproject!"
— Community activation caption, 2023
Confidence — quote series
Self-Trust — quote series
Mastery — quote series
Patriarchy & Voice — quote series
Pre-order bonus tiers — conversion asset
Welcome to Bloom Books
Raven Kennedy · Community Announcement Campaign
When Bloom Books acquired bestselling fantasy romance author Raven Kennedy — one of BookTok's most beloved names — the acquisition announcement was itself a marketing moment. The right framing could turn a business event into a community celebration and immediately signal Bloom's positioning in the romance and fantasy space.
The announcement graphic was designed to feel celebratory and fan-forward rather than corporate: gold and black with a starfield treatment that matched Kennedy's established visual identity, calibrated to land as a community moment first — not a press release.
"1M+ impressions per campaign cycle at 33.7% engagement — sustained across 40+ annual launches through strategic lifecycle design."
— Sourcebooks / Bloom Books, 2021–2024
Author announcement — Bloom Books social
