The Challenge
A highly specialized accessibility product needed a campaign that communicated its value in a way that felt relatable and relevant to its audience, rather than focusing solely on technical product features.
Work
Campaigns
Focus: Campaign Strategy · Creative Development · Social Content
From Product Feature to Campaign Story
My Role
I developed the campaign strategy, messaging, creative direction, and social content designed to connect the product with the everyday need it helps address.
What I Owned
- Developed campaign messaging and positioning
- Identified key audience needs and pain points
- Translated product benefits into audience-focused messaging
- Developed the campaign's content direction
- Created campaign concepts and visual direction
- Designed campaign graphics
- Wrote social copy and supporting messaging
- Developed the social content plan and campaign calendar
- Adapted messaging across social platforms
- Scheduled and published content
- Managed community engagement
- Monitored organic content performance and engagement
- Coordinated campaign content alongside broader marketing efforts
The Strategy
Rather than leading with product specifications, the campaign focused on what the product makes possible: greater independence and improved accessibility without requiring a major bathroom renovation.
This became the foundation for the campaign message, “Support independence in the room that matters most,” supported by the “No Remodel Necessary” concept.
The Impact
The campaign ran from April 23 through July 22, 2026, as part of a broader integrated marketing campaign.
My role focused specifically on the strategy, messaging, creative development, social content, and organic execution that supported the campaign.