AMBER GEORGE
Growth Marketing Professional
GROWTH STARTS HERE
Test, tweak, repeat. These case studies highlight strategic marketing that’s built to scale — backed by data, driven by creativity, and optimized for results. I am skilled at identifying challenges, implement creative solutions, and drive meaningful results.
By combining data with innovation, I’ve successfully increased visibility, engagement, and conversions for the organizations I’ve worked with. From websites to user experience to social media, my approach consistently delivers both immediate wins and long-term growth. View the options below for following examples of multi media campaigns, generating leads, increasing awareness, and increasing conversion.
CASE STUDIES
MULTI MEDIA CAMPAIGN
THE LARGEST EVENT ON CAMPUS
The Challenge
Our goal was to build massive hype for one of the university’s biggest annual events, ensuring record attendance and sustained engagement throughout a six-week event series. In previous years, long wait times had been a challenge—this time, our marketing efforts needed to not only drive excitement but also encourage strategic attendance behavior to improve event flow.
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The Strategy
We launched a multi-layered digital campaign that combined geo-targeted ads, high-energy social content, influencer amplification, and strategic storytelling to drive both awareness and action.
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Geo-Targeted Ads – Specifically targeted 18-24 year olds, male & female, within a 3 mile radius to ensure commuter participation.
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Revamped Website - A high energy webpage that captures excitement, streamlined content, and a clear call to action.
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SMS Marketing – Delivered highly targeted messaging to first-years and transfers students ensuring direct and immediate reach.
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Viral Giveaway – A high-energy contest tied to a key event highlight (riding a mechanical bulldog) generated 113K+ views, with thousands of likes, comments, and tagged friends.
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Hype Video Strategy – A 1-minute video played at every orientation session introduced the event, while a 10-second reel was amplified across major university accounts and student micro-influencers.
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Story Series Drip Campaign – In the days leading up to the event, we blacked out all other comms and focused solely on high-energy, FOMO-inducing content featuring past event footage, testimonials, and countdowns.
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Fast Pass System – Due to the long-term success of our marketing efforts, event logistics had to implement a Disney World-style Fast Pass system to help students move through lines more efficiently.
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Daily Retention Tactics – Throughout the six-week event series, we published daily Instagram stories with a detailed event schedule, tagging partner accounts to drive shares and increase reach.
Reels
WELCOME BACK PARTY
Faced with the challenge of promoting a large-scale event to students who hadn’t yet returned to campus, we launched a targeted social media campaign featuring high-energy content. The strategy resulted in record-breaking attendance, with thousands participating.
47,490
Total Reach
1,334
Total Likes
344
Total Shares
22
New Follows
MAKING AN "ASK," ENTERTAINING
The longterm effectiveness of our overall marketing strategy grew so much, event logistics had to adopt a Disney World like "fast pass" to help move people through event lines faster— year prior, thousands waited in long queues outside. Below is an example of how we marketed a consumer "ask," to grab a fast pass before the event. Like all effective social media "asks," we made it interesting, funny, and short (under 7 seconds). Making an effective "ask" doesn't equate to spamming your audience. In my experience, there's more success to be had if I can make them laugh at the same time.
39,683
Total Reach
500
Total Likes
176
Total Shares
9
New Follows
WELCOME UGA GIVEAWAY
A high-energy contest tied to a key event generating 113K+ views, with thousands of likes, comments, and tagged friends engaging each other in who would ride a mechanical bulldog at the event.
113,702
Total Reach
1,538
Total Likes
152
New Follows
740
Total Shares
56
Total Saves
2,963
Total Comments
Instagram stories
YouTube Commercial
Played for all incoming students during online and in-person orientation.
Website Overhaul
SMS Marketing
An SMS campaign promoting 11 signature events through 11 individual text messages optimized to send 24 hrs - 4 hrs before an event, resulting in huge surges of attendance.
11
Messages
30,230
Individuals reached
6,806
Total Replies
Traditional Marketing
Postcard
Sent to all incoming students homes during the Summer 3 weeks before move-in and the launch of this kick-off event "First Night." Included was a giveaway (by following on IG) to win a custom football jersey.
Yard Signs
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Strategically located at high-foot traffic points, this yard sign's QR code led to welcome.uga.edu mobile friendly landing page. I placed a tracking code associated with these yard signs, so I could measure their effectiveness. During the campaign (3 weeks) they had nearly 1k scans. Digital versions of this were also displayed indoors in buildings across campus (not included in data reported).
Large Posters
Strategically located at high-foot traffic points across campus, within libraries, and resident halls.
Visually replicated the welcome.uga.edu website aesthetic for increased pattern recognition and unified user experience across all mediums.
Key Results
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Viral Social Engagement – Content reached 200k+ views with significant interaction, reinforcing the event’s high-energy appeal.
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Hype Marketing Distribution Success – Multi-platform amplification ensured near-universal awareness among incoming students.
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Operational Impact Beyond Marketing – Due to overwhelming attendance, event logistics had to adopt a Disney World-style "Fast Pass" system to move students through efficiently— a direct result of our marketing efforts.
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Sustained Engagement Over Six Weeks – Daily stories kept student interest high, with content widely shared across various university and student accounts.
Lessons & Impact
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The Power of FOMO Marketing: A well-timed story campaign that builds exclusivity and excitement can be more effective than traditional promotional content.
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Maximizing Organic Reach Through Micro-Influencers: Strategic content amplification through student creators and university channels created a multiplier effect.
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Marketing Drives More Than Attendance: When a campaign is this effective, it impacts more than just awareness—it influences operations and the overall event experience.
This campaign is a testament to the power of growth marketing, viral engagement tactics, and strategic content distribution. By blending digital amplification with compelling storytelling, we didn’t just market an event—we created a movement.
DRIVING GROWTH IN ONLY 3 WEEKS
The Challenge
With only 3 weeks left for event registration of "Dawg Camp" and only 104 attendees registered and a goal of reaching 150 by deadline, I was enlisted on this project last minute with no marketing budget. I knew we needed a high-impact strategy to drive awareness, engagement, and conversions within a short time frame.
The Strategy
We implemented a multi-channel digital marketing campaign leveraging Instagram Reels, Instagram Stories, SMS, and optimizing our current website to reach prospective attendees. Each channel played a distinct role in guiding students through the marketing funnel:
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Instagram Stories & Reels – Designed to spark awareness and engagement, featuring dynamic content to drive interest.
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SMS Marketing – Delivered highly targeted messaging to first-years and transfers students ensuring direct and immediate reach.
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Engaging High-Interest Audience - Those who engaged with SMS messages but failed to register were flagged as "high-interest." These individuals were put in a third audience category who received additional marketing communications including an enticing "$50 off" coupon code.
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Optimized Call-to-Actions – Google analytics showed the website had friction points due to too many web pages, resulting in a loss of consumer follower through. During the campaign, we changed links to direct users to the registration page, making it as seamless as possible to sign up. The following year, I helped this team revisit their marketing web copy- to read more please view my writing samples page here.
Reels
25,819
Total Reach
364
Total Likes
191
Total Shares
5
Saves
Stories
SMS Marketing
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Key Results
Instagram Reels generated over 18,000+ combined views, with strong engagement (561 total likes, shares, and saves).
SMS marketing reached 6,592 students, with 144 students responding 'YES' for the registration link.
Website Traffic from SMS efforts saw 151 site visits.
Final Conversions – Despite a ~5% conversion rate, the campaign effectively pinpointed key friction points in the funnel, providing insights for future optimization.
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Omnichannel Synergy: The combination of social media and SMS marketing proved highly effective in driving engagement.
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Optimized Messaging Matters: The final SMS with a $50 discount helped push last-minute registrations, a crucial tactic for future campaigns.
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Reducing Friction is Key: Insights from the registration funnel highlight opportunities for more seamless user journeys in future marketing efforts, which you can read more about those future optimizations here.
This campaign showcases my expertise in growth marketing, data-driven optimization, and conversion-focused messaging. By aligning content strategy with performance insights, we maximized engagement and drove meaningful action. Within 2 weeks, we took a highly niche, high cost event only available to a small audience of less than 6,000, and grew registration from 100 to 135. Since this, I've also fostered trust with this client to see the benefit of a more proactive, long-term marketing campaign to experience even greater growth in the future.
Marketing Copy Growth Case Studies
Good writing doesn’t just sound nice — it drives results. I craft clear, concise, and conversion-minded copy. Read more about how my writing style intersects UX growth strategies in these marketing copy case studies.