The Mum Club
ORGANIC AND PAID SOCIAL
For The Mum Club, I supported the organic launch of their new membership, shaping the strategy and creative to position it as more than just events, but a sense of community and belonging. Alongside this, I helped test and learn with paid ads for franchise recruitment and event ticket sales, using creative to understand what resonated and drive early traction.
What I Did
For The Mum Club, I led the organic strategy and creative for their membership launch, developing messaging that positioned it as a flexible, feel-good community rather than just events. I created launch content designed to build emotional connection and clearly communicate the value of joining. Alongside this, I supported early-stage paid testing for franchise recruitment and event ticket sales, using a mix of existing and new creatives to explore what messaging and formats resonated.
The Impact
This work established a clear and consistent membership narrative across social, helping shift perception from events to community-led value. On paid, the initial test-and-learn phase has started to surface early signals around what messaging and formats drive engagement, creating a foundation for more informed creative iteration and scaling over time.
