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CASE STUDIES

Company: Hamillroad Software (B2B SaaS)
Challenge: Low lead conversion and inefficient nurturing across EMEA and Americas.
Solution:

  • Designed automated lead-nurturing workflows in HubSpot, segmenting audiences by industry (packaging vs. print) and engagement level.

  • Implemented dynamic content personalization in emails based on user behavior (e.g., whitepaper downloads → case study follow-ups).

  • Integrated GA4 + LinkedIn Ads data to refine triggers (e.g., retargeting visitors who spent >2 minutes on pricing pages).

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Company: Hamillroad Software (B2B SaaS)
Results (2023–2024):

  • 27% increase in user acquisition within 6 months.

  • 70% higher email open rates and 40% CTR boost through hyper-segmentation.

  • 35% more qualified leads at Labelexpo 2023 vs. 2022, attributed to pre-event automated drip campaigns.

Company: Amazon AGI (Artificial General Intelligence) | Role: AI Copywriter & Content writer (2024)

Challenge:

  • Improve clarity and adoption of new AI features for global users.

  • Optimize multilingual (English/Arabic) training data to reduce errors and improve model outputs.

Solution:

  • Developed user-centric UX copy for AI interfaces, simplifying complex functionalities into accessible language.

  • Curated and refined multilingual training datasets (Arabic/English), applying NLP best practices to enhance accuracy.

  • Structured content with markup languages (JSON/XML) for seamless AI training pipeline integration.

  • A/B tested conversational tones to determine optimal engagement strategies for feature adoption.

Outcomes:

  • Measurable improvement in feature adoption and non-English output accuracy.

  • Contributed to faster task completion through optimised UX language.

  • Recognised by team for cross-functional collaboration between AI, localisation, and product teams.

Company: Light Blue Holdings (Tourism Brands)
Challenge: Low online booking conversions and fragmented brand presence across 4 punting companies.
Solution:

  • Unified brand messaging while preserving niche appeal (e.g., "luxury" vs. "budget" punting).

  • Redesigned booking flow UX, adding trust signals (secure payment badges) and reducing steps from 5 → 2.

  • Partnered with micro-influencers (10K–50K followers) for performance-based campaigns (pay-per-booking).

Results (2022–2023):

  • 25% increase in online sales and 18% higher checkout completion.

  • 60% boost in Instagram engagement via Reels showcasing "behind-the-scenes" punting footage.

  • 32% ROI on influencer spend by negotiating commission-only deals.

Company: Light Blue Holdings (Traditional Punting Company & Let’s Go Punting)
Challenge:

Two competing punting brands under one umbrella, with:

  • Traditional Punting Company: Heritage brand targeting older, luxury-seeking tourists.

  • Let’s Go Punting: Youthful, budget-friendly brand for students and backpackers.
    Both needed unique positioning to avoid cannibalisation while maximising market share    .

Solution:

1. Audience-Centric Brand Positioning:

  • Traditional Punting Company:

    • Voice: Formal, elegant, emphasising 100+ years of history ("Cambridge’s Original Punting Experience").

    • Visuals: Moody sunset shots, champagne punting imagery.

    • Channels: Facebook, TripAdvisor, and Google Ads targeting "luxury Cambridge tours."

  • Let’s Go Punting:

    • Voice: Fun, casual, and social-first ("Punting with Good Vibes Only").

    • Visuals: Bright, candid photos of young groups, student discounts.

    • Channels: Instagram Reels, TikTok, partnerships with student travel blogs.

2. Platform-Specific Engagement:

  • Traditional: Long-form blog content about Cambridge’s history (ranked for 12+ high-intent keywords).

  • Let’s Go: User-generated content campaigns with branded hashtags (#PuntLikeALocal).

3. Shared Infrastructure, Unique Experiences:

  • Unified booking system backend, but with brand-specific upsells:

    • Traditional: Champagne add-ons (£25+ avg. order value increase).

    • Let’s Go: Group discount tiers (15% more bookings from student groups).

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Results: Data-Backed Proof of Content Excellence

1. Traditional Punting Company (Premium Audience)

✅ Content Engagement:

  • 45% increase in time-on-page for history-focused blog posts (vs. industry avg. 15%).

  • 3.2x more shares than competitors’ content on Facebook (per Meta Insights).

✅ Conversion Impact:

  • 28% higher booking conversion rate from "Heritage Punting" landing page (A/B tested).

  • £35+ average upsell per booking from champagne add-on content.

✅ Reputation Growth:

  • 4.8★ TripAdvisor (from 4.3) via review-gating emails with branded storytelling.

  • 12% repeat customers (attributed to post-tour email content)

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Viral Performance:

  • 580K+ organic reach across Reels/TikTok .

  • 9.8% Instagram engagement rate (2.2x industry avg.).

Revenue Impact:

  • 52% of student bookings from Instagram Story links (vs. 18% pre-campaign).

  • 18% same-day walk-ups from geo-targeted "Last-Minute Deal" posts.

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