One of my primary responsibilities at hopper was owning all marketing efforts on social and in advertising.

Sometimes it involved special ads and promotions featuring deals or cash back offers.

Hopper advertising campaigns ran cross-platform. Trying everything from Tik Tok to Reddit, Snap and more.

I also helped with our influencer program: finding those that would resonate with our demographic and editing their videos. i also built out hundreds of dynamic ads in Smartly so we could generate unique deals for viewers.

Check Smartly out. It’s pretty cool ›

Smartly enabled us to test everything we could imagine. Once feeds were built by our user acquisition team, we could pair them with any image template I created.

In early days at Hopper, our most successful campaigns were versions of our city illustrations paired with the user’s origin airport—all made dynamic thanks to Smartly.

Through our testing we found our minimalist templates started to outperform every creative we tested.

Much of the work I was doing on Discovery at the time helped to inform some of the testing we did in ads and vice versa. For instance, using landmarks or popular attractions for a city performed well.

One of our biggest wins was the introduction of influencer-inspired ads. Ads that felt native to the platform we were serving them on and like they could have been made by any one of your friends.

Part of their success lied in them feeling real and authentic—all while being dynamic and relevant because I built them out in Smartly. We saw some of our lowest CPI’s ever within our first week of testing.

We tried everything from video to stills, custom content we shot ourselves to photos from Unsplash. Showing people, landmarks, generic flights vs focus on our top 30 destinations. Using last-minute language, 5-star hotels, luxury for less, combining a flight and hotel deal in one ad, and more.

A fun part of these experiments were creating narratives behind these stories and often sourcing inspiration from user’s themselves. How do people talk about Hopper and the deals we find for them?

When Hopper launched Hopper Trees, I created a series of social posts and ads to educate our followers on the new initiative.

Occasionally, Hopper would collaborate with other companies. It was my job to mesh our brands together in a seamless way and develop fun ways we could market the collab.

In 2019, Hopper co-sponsored Jackalope, a Montreal-based skate festival. I designed sticker sheets and social posts to promote the event.

One of Hopper's biggest days of the year is Travel Day Tuesday. I worked on all promotional assets—everything from co-branded ads to assets for the press.

Check out the website Erica Gregor built at traveldealtuesday.com ›

campaigns at hopper