Spider-Man
Portfolio
2019
Project Overview
I developed a strategic drip email campaign for the Spider-Man movie release, focusing on personalized content delivery and timing. The project included technical code review, custom personalization implementation, and data-driven audience targeting to maximize engagement throughout the campaign lifecycle.
The Problem
The marketing team needed to build anticipation for the upcoming Spider-Man release while catering to different audience segments with varying levels of franchise engagement. Previous campaigns had used a one-size-fits-all approach that didn't account for fan preferences or viewing history. Additionally, they lacked the technical capabilities to implement personalization at scale, resulting in generic messaging that failed to resonate with core audience segments.
The Solution
I approached this project with both technical precision and strategic insight:
Strategic Campaign Architecture: Designed a multi-touch drip campaign that methodically built excitement through carefully timed content releases, each revealing new aspects of the film.
Technical Code Implementation: Conducted thorough code reviews during design handoff to ensure flawless rendering across all devices and email clients while maintaining brand integrity.
Advanced Personalization: Implemented custom tokens that tailored content based on user preferences and previous engagement with the franchise, creating more relevant experiences for each recipient.
Data-Driven Audience Selection: Developed and executed SQL queries to identify optimal audience segments, ensuring the right content reached the most receptive viewers.
Precision Deployment: Orchestrated the campaign release schedule to align with broader marketing initiatives and maximize impact at critical pre-release moments.
