Case Studies:
Data-Driven Design & Digital Marketing
Case Study 1: Landing Page Redesign
theBalm Skincare Launch
Problem: Customers were dropping off before checkout during the launch of a new skincare product line.
Analysis: Heatmaps revealed that users struggled to choose a product, and internal focus groups indicated that overwhelming options were causing buyer fatigue.
Solution: Developed a landing page featuring a “skincare matcher” quiz to guide customers through the product selection process.
Testing: Conducted A/B testing between the new and original landing pages.
Results: The new landing page increased customer conversions by over 45%.
Case Study 2: Instagram Reel Paid Advertising
Pretty Smart Targeted Ads
Goal: Identify which style of video content resonates most with customers before allocating a large advertising budget.
Solution: Created and tested three diverse video styles:
Professional: Featuring actors/models
Authenticity: Partnering with influencers
UGC: Focused on product color & texture
Testing: Monitored analytics to measure user engagement.
Results: Authentic content featuring our influencer partner outperformed the other styles, with a 3X increase in engagement. We optimized ad spend to prioritize similar content.
Case Study 3: Email Promo A/B Testing
EcoFabulous Summer Sale
Goal: Test creative variants to determine the most effective promotional email design.
Solution: Designed two email versions with distinct product imagery styles while keeping all other variables consistent:
Model Imagery: Showcasing the product in use.
Product Imagery: Highlighting packaging and texture.
Testing: Analyzed click-through and conversion rates for both email designs.
Results: Customers responded more positively to the product imagery, finding it easier to understand what was being sold, resulting in higher conversion rates.
Design • Strategy • Marketing • Leadership •
Design • Strategy • Marketing • Leadership •
About Me
I'm Mary Campbell, a creative leader with nearly two decades of experience bringing brands to life through strategic design, innovative product development, and collaborative leadership. I’ve led multimillion-dollar launches, transformed packaging into performance drivers, and scaled creative systems that actually make the work (and the process) better.
As Creative Director at theBalm Cosmetics, I reimagined packaging and digital strategy, helping increase e-commerce revenue and streamlining workflows that cut production time. I've built standout visual identities for retailers like Walmart, developed sustainable packaging for clean beauty brands, and helped startups scale into acquisitions, all while keeping an eye on the customer experience and bottom line.
Whether I’m directing a team, crafting brand narratives, or prototyping the next big thing, I’m here to do work that matters and builds momentum.
Let’s connect... I’m always up for creative collaborations, storytelling that sticks, and ideas that move fast.
Let’s Chat
I’d love to hear about your latest project. Drop in your info and let’s set up a brainstorm session.