Project Synopsis

The Challenge
LogRite, a manufacturer of forestry and logging hand tools, needed to increase brand awareness and drive qualified traffic to their product pages with a lean budget and a niche audience. The campaign needed to reach professional loggers, foresters, and farmers across 14 target states, without wasting spend on irrelevant audiences.

My Approach
I designed a two-pronged campaign strategy: an Engagement Campaign to build brand familiarity and social proof, running simultaneously with a Traffic Campaign to convert interest into site visits.

Creative direction prioritized real product photography and lifestyle footage over product renders, with ad hooks front-loaded in the first 5 seconds. I mapped each ad to a user journey with product-specific landing page URLs to maximize conversion relevance.