Bing needed to re-engage small-to-medium-business owners who had created an account but not yet run a campaign. The challenge was convincing them to “push the button” and start advertising.

My role: Creative Direction, Copy, Content Strategy, User Research, Test Development, Stakeholder Management, Presentation

What I did:

• Researched barriers such as perceived difficulty and cost concerns.

• Wireframed a modular email template for quick testing and optimization.

• Wrote a series of interchangeable primary, secondary, and tertiary content blocks (or tiles).

• Developed a content testing strategy for subject lines and preheaders.

How it went:

• Significant improvement in open rates and engagement.

• Noticeable uptick in campaign activations.

• Modular approach became foundation for future Bing programs.

• Quantitative results were not available.