VIVID SEATS

Experience it live.

As the Head of Creative and Brand at Vivid Seats, I’ve worked on everything from CRM, performance and paid marketing, organic social, product/ux, experiential, PR/comms, and TV. I’ve built an internal production studio in our office, held a concert in the middle of Times Square, shot a commercial with ESPN and redesigned our brand’s loyalty program and Game Center. Some highlights from year the last three years are recapped below.

 

TV + OLV:

We decided to bring our TV in-house, focusing on a UGC to deliver a trust and legitimacy message. We saw impressive stats below:

  • Our :30 spot was the 9th highest scoring ad in the category in the past year and the second highest scoring Vivid Seats ad we’ve tracked

  • Both the :15 and :30 TV spot scored highest in Information

 

EXPERIENTIAL

The first-ever National Fan Day™ took place on October 11th, 2023, and celebrates the kind of fandom that Vivid Seats rewards every day through the only loyalty program in the industry. With Vivid Seats Rewards, fans who buy 10 tickets get their 11th free, and much more. To celebrate this new frenzied level of fandom and to kick off National Fan Day™ in style, Vivid Seats gave fans a free concert in the middle of New York City’s Times Square, featuring Betty Who, Australian singer, songwriter, and pop sensation. Additionally, Fans across the country will be able to flex their fandom in the Vivid Seats App with Game Center. On 10/11 there will be a one-day only fan-focused Game Center trivia game, complete with 11 questions and a chance to win two tickets to any event of your choice, in any city. Fans can also follow Vivid Seats on Instagram where they will be giving away 11 tickets for one lucky fan and 10 besties to go to the event of their choice! 

 

EMAIL + PUSH

Revamping the CRM customer onboarding experience was a crucial step toward building deeper, more meaningful relationships with our customers and cultivating long-term brand loyalty. I helped lead our new Welcome Series which undertook a complete refresh of the visual and content elements within the welcome flow, transforming it into a more inviting, dynamic, and engaging experience. We were able to increase open rates by 10%, click rates by 30% and saw a significant growth in app behavior metrics,

Key outcomes include:

  • A 1076 bps increase in email open rates and a 3643 bps increase in click rates, reflecting heightened engagement and resonance with our updated messaging. 

  • A 2602 bps increase in average order value, demonstrating a shift toward higher-value customer transactions. 

  • Significant growth in app behavior metrics, including a 386% increase in app downloads and substantial improvements in region updates and favorites added, all of which drive future personalized engagement and conversion. 

 

PAID SOCIAL

Developed best-in-class paid social ads doubling our CTR, lowering our CPI 46% and driving 50K+ new app installs

 

PRODUCT / UX

GOOGLE SERP

Strengthen Vivid Seats' online reputation, creating targeted content that now ranks second for key trust-building queries driving 5,268 additional clicks per month, making it our fifth highest growth keyword year-over-year

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