Revenue recovery CAMPAIGN

#StashGoals

At the start of 2025, Premier Yarns was sitting on a costly 5.5 million dollar backlog of factory seconds that could not be sold through traditional channels without eroding brand trust. Stash Goals reframed that operational problem as a strategic opportunity, turning low‑grade inventory into a differentiated value offer, aligning with how makers already think about building their yarn stash.

As the project's Campaign Lead, Brand Strategist, and Creative Marketing Manager, I defined the positioning, audience strategy, and go‑to‑market plan for the Stash Goals campaign. By utilizing data-driven insights, journey mapping, and strategy, I was responsible for delivering campaign results that ultimately cleared roughly 70% of the original surplus, all while protecting brand trust and equity.
jan 2025 – july 2025
data-driven strategy

Audit & Identify

To ground my strategy in behavior rather than assumptions, I analyzed purchase patterns, repeat-buy rates, and engagement data alongside community surveys, taking note of how different audience segments build and replenish their yarn stock (also affectionately referred to as "stash").
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From this work, I defined two primary strategic personas: Sara, a beginner motivated by approachable price points, inspiration, and social validation, and Marisol, an experienced small-business maker focused on reliability, margin, and inventory planning. Sara guided the front-facing narrative and hype-driving tactics, while Marisol informed retention levers such as restock prompts and clear product expectations, ensuring the campaign delivered both immediate excitement and sustainable revenue.

data analysis & journey mapping

Finding the Market Gap

For Stash Goals, conducting a full competitor analysis and customer journey mapping were the backbone of my strategy. By mapping how other brands in our competitive landscape handled overstock and where they fell short, then overlaying that with a step-by-step view of how makers discover, evaluate, purchase, and return, I could pinpoint exactly where a branded campaign experience would outperform a basic clearance message.

That work directly informed the campaign’s positioning, discount language, and channel mix, resulting in a promotion that moved inventory quickly while still strengthening loyalty and perceived value.

Community-led campaign activation

For campaign launch, I leaned on utilizing existing consumer trust instead of ad spend, seeding product to loyal affiliates and high-signal community voices across both personas. Their unscripted posts, hauls, and reviews turned into a steady stream of social proof that reached beginners and small-business makers at the same time, effectively sparking the campaign's flame and driving demand without spending a dollar on paid media.

End-to-end campaign strategy

I built the strategy for Stash Goals in steps, starting with data-led auditing to avoid “factory seconds” language, then reframing overstock as a limited-time, community-first event, activating it through zero-cost creator advocacy, and finally reinforcing momentum with retention tactics that encouraged repeat, higher-value orders.

Together, my data-led decisions turned a logistics problem into one of the brand’s strongest-performing campaigns, clearing over $3.8 million of the backlog in 5 months, driving a 76% lift in repeat orders for Stash Goals, and converting first-time buyers into high-value customers without a single dollar of paid media.