Wearing many hats

For this campaign, I wore many hats. I had initially worked with the team lead who initiated the campaign, managed partnerships and internal communications, and launched the project. Then after launch, the project was handed over to me fully. 

Community & Partnerships Management

I managed the Telegram community of women spread across different courses. The channels collectively housed over 3,400 women who needed to be given session updates, class roundups, and fast, active feedback when required.

Beyond the women, I also managed communications on new mutually beneficial partnerships to bring in more women on board. This led to expanding the coverage beyond 75 women to 600+ women at the same cost.

Marketing Communications

I managed and provided every marketing communication material used to communicate with participants and to report on this project. I set up email marketing channels with Customer.io to inform and get feedback from both partners and participants.

Finally, I wrote articles and social media communications to keep the entire public in the loop of the project. Being a campaign aimed at brand equity, keeping the public updated is crucial.

Nonetheless, I had great help from the team at Cowrywise.

CRM Workflow Campaign

Beyond bringing participating women on board and teaching them design, I set up automated workflows aimed at increasing product/feature adoption. In this workflow, they get timed emails that share more information about the Cowrywise brand, and upsell the product, and/or specific features triggered by user status.

This campaign consistently delivered on user acquisition as seen in the image below, spanned across one year.