Goodfair is an online recycled clothing retailer focused on reversing the negative effects of consumerism. Unlike ThredUp or a normal thrift store, customers purchase "product categories or bundles" and are sent an eclectic mix of items adding a mystery element to the experience.

Challenges:

• Often sold out of in-demand product categories, making it hard to scale top-performing ads
• Didn't have a consistent stream of new content
• Always had an abundance of low-converting product categories that they wanted to push

Strategies:

• Immediately created evergreen ad content that converted well and was scalable since it wasn't tied to a specific product
• Worked with the client on an influencer outreach plan to build up their asset library—used this content to create eye-catching videos that focused on the styling of the products, while also highlighting Goodfair's mission
• Pitched the client on product-specific influencer outreach initiatives to get more creative (and hopefully higher converting) content featuring the products that were a tougher sell

• Was responsible for all aspects related to strategizing, implementing, and optimizing the delivery of advertising campaigns on Facebook, Instagram, Snapchat, & TikTok
• Worked closely with the creative team to produce full-funnel, data-driven iterations of ads that would scale
• Outlined out-of-channel opportunities to support advertising efforts including conversion rate optimization recommendations and social media best practices
• Consistently communicated weekly/monthly/quarterly results, post promotion analysis, and sales trends