Agency: AdWater Media

A citywide campaign designed to connect Detroit residents to the tools and support they need to buy homes and stay in them. The work focused on Homebuyer Education and Property Tax Assistance, using clear, direct messaging to reduce confusion and build trust. The goal was to move people from uncertainty to action and make the path forward feel possible.

Outcomes

Reached 72,453 Detroit households through targeted direct mail

Delivered 1,553 TV spots across 26 networks, hitting strong reach and frequency

Brought in 75K+ new website users, with most driven by paid media

Generated 72K social clicks and 28K+ paid search clicks

Drove 16K+ calls, with the majority routed directly to DHN

Built a dual campaign system for Homebuyer Education and Property Tax Assistance

Created partner-specific messaging across a 13+ member network

Used Detroit-based focus groups to sharpen messaging and creative

My Role

Led messaging and copy across both campaign tracks

Shaped a clear, approachable brand voice built on trust and action

Wrote across channels including TV, digital, direct mail, and partner assets

Helped structure the campaign, including audience splits and messaging approach

Worked closely with teams and stakeholders to keep strategy and execution aligned

Turned community insight into stronger, more effective creative

Agency: AdWater Media

A 360 campaign built to reintroduce the DIA as a welcoming, relevant space for both loyal visitors and new audiences. Through tailored messaging and a multi-channel approach, the work balanced cultural authority with accessibility. The goal was to increase attendance, deepen engagement, and help more Detroiters see the museum as a place for them.

Outcomes

Delivered 28.8M+ total impressions across the full campaign

Drove 6M+ organic social reach with major gains in engagement

Generated 14.3M paid digital impressions across social platforms

Secured 4.45M OOH impressions across key Detroit corridors

Hit a 98.5% video completion rate on OTT placements

Reached audiences across radio, print, email, OOH, OTT, and grassroots

Engaged 2,300+ people in-person through live activation

Strengthened connection with both loyal visitors and new audiences

My Role

Co-led campaign messaging and creative direction

Built audience-specific messaging for retention and growth

Wrote across channels including digital, OOH, radio, and experiential

Helped shape the core campaign idea and storytelling

Partnered with internal teams to keep the work consistent across every touchpoint

Made sure the creative stayed clear, human, and culturally grounded