Rich Girl Summer - Creator Education Driven Campaign
Problem: Sunroom's growth plateaued due to creators lacking monetization experience, low posting rates, uncertainty in communicating their offerings, and requiring assistance learning how to utilize Sunroom’s full feature set.
Solution: Launched a month-long, education-driven campaign to empower creators with monetization strategies and incentivize engagement.
Role: Led the campaign strategy, content development, and execution across multiple channels.
Strategy:
Delivered educational content through videos, emails, voice notes, live workshops, and social media.
Introduced a referral program to encourage community growth at the same time.
Offered 10% cash bonuses for creators earning over $500/month, funded from Sunroom's service fee.
Results:
20% increase in paid memberships.
37% increase in Gross Merchandise Value (GMV).
38% increase in revenue.
28% increase in Monthly Active Users (MAU).
61% increase in profile views.
60% increase in new registrations.
10% increase in creators onboarded.
36% increase in new memberships.
Achieved the highest number of creators in each earnings cohort ($100+, $500+, $1K+, $2K+, $5K+, $10K+).
Executed the campaign with $0 spend, utilizing owned channels for content delivery
Focus Areas
Education Driven:
Educational content delivered over a month designed to increase creator launches and earnings.
Once the tactics handed over to creators could then be repurposed and recycled by them on an always on basis.
Content Strategy:
Everyone learns differently, especially creative types, the content needed to be delivered in a range of different formats.
Emails, live workshops, bite sized content on IG stories, reels, voice notes, grid posts and close friends was leveraged to get the information across.
Reward Based:
We incentivized creators to join sessions and consume the content with 10% bonuses for anyone who earned over $500 (taken directly from Sunrooms service fee).
Product Based:
We launched a creator referral program at the same time to get all our creators talking & bringing in their network.
What people said
The Results:
20% increase in paid memberships
37% increase in GMV
38% increase in revenue
28% increase in MAU
61% increase in profile views
60% increase in new registrations
10% increase in creators onboarded
36% increase in new memberships
We had the highest number of creators ever in each of the earnings cohorts ($100+, $500+, $1K+, $2K+, $5K+, $10K+)
Great re-engagement of prospective creators, and lots of people motivated to launch.
We spent $0 on the rollout of the campaign, leveraging owned channels to deliver content.