Digital and Social
Performance Social Campaign
Paid Social · Email · Event Promotion
WPBF 25 partnered with Dr. Oz to bring a large-scale Health and Wellness Festival to South Florida — and needed a full social campaign to sell it out. I led the creative direction and campaign execution across paid Meta placements, email, and organic social, building a cohesive promotional identity from the ground up and driving ticket sales through performance-optimized content at every stage of the funnel.
Selling tickets to a live wellness event requires moving people from passive awareness to committed action — a harder ask than a simple click. The campaign had to build excitement around Dr. Oz's presence while communicating real event value to a broad South Florida audience across multiple demographics. Every asset needed to perform, not just look good, and the window to drive registrations was tight.
Built a multi-phase creative system — awareness ads to generate buzz, consideration content highlighting speakers and programming, and urgency-driven conversion assets as the event date approached. A/B tested headlines, visuals, and CTAs to identify what drove ticket clicks by audience segment. An email drip sequence re-engaged warm audiences and pushed late-stage conversions, keeping the campaign efficient and on-budget through close.
