PENN & LYTICS | THE PENNY CAMPAIGN
When Brooke, the data-driven force behind Penn & Lytics, approached me about creating an awareness campaign, I knew this would be a beautiful collision of analytical and creative minds.
For someone who transforms marketing guesswork into measurable strategy, Brooke needed a campaign that would not only educate her audience about Penn & Lytics but would embody her methodical approach while remaining engaging and relatable.
My first challenge was bridging our different languages. While Brooke spoke of conversion rates and measurable objectives, I communicate through visuals and storytelling. Rather than presenting a standard storyboard filled with technical jargon that would make neither of us happy, I decided on a more unconventional approach.
I raided my daughter's toy collection and set up a mock set to demonstrate my creative vision. Using toys as stand-ins, I acted out the campaign narrative, showing how we could translate complex analytics concepts into digestible, engaging content.
Brooke's face lit up – here was the perfect blend of data-backed strategy with creative storytelling that wouldn't overwhelm her audience.
What made this project special was how it became a true partnership of strengths. Brooke's analytical mind provided the backbone – clear objectives, measurable outcomes, real-time tracking – while my creative direction gave the campaign its heart and accessibility. Together, we created something neither of us could have accomplished alone.
The results spoke for themselves: a 40% overnight increase in lead magnet downloads from one messaging tweak, email emerging unexpectedly as the top sales driver, and website traffic remaining 150% higher than pre-campaign levels long after we wrapped.
This campaign wasn't just about raising awareness for Penn & Lytics – it was proof that when you marry data with creativity, when the analytical mind meets the storytelling heart, marketing magic happens. No more guessing games, just results worth measuring.
