Smart Reply Launch & Post Launch Campaign: Led the messaging strategy and wrote the campaign copy for the launch of a new tool that allowed creators to automatically reply to comments on Instagram. The goal was to solve a major creator pain point: staying responsive without burning out. I developed creator-first messaging that clearly articulated both the functional value and the emotional benefit, helping creators stay connected 24/7 without constant pressure.
The hero line resonated quickly with our audience because it captured a universal creator frustration in a fresh, memorable way. The campaign drove strong early adoption of the tool and validated that the positioning and tone aligned perfectly with the community’s needs.
The campaign covered email, site, app, and social channels.
