Jingletown Films
Overview
Jingletown Films is an independent film production company founded by director, Cheryl Dunye, focused on queer cinema, community storytelling, and cultural advocacy.
I led the end-to-end marketing strategy and execution for a branded merch campaign designed to generate revenue, build brand affinity, and expand audience reach, by focusing on Instagram ad campaigns, where organic efforts had not yet driven purchases. Using Meta’s recommended audience targeting, the campaign expanded reach from ~ 1,000 to 10,000+ views, generated 200+ website visits, and resulted in 50+ merch orders.
Role: Paid social strategy, creative direction, ad copy, performance analysis
Objective
Launch and promote a limited-run merch collection that:
Drove direct sales
Strengthened brand identity and community connection
Expanded reach beyond existing followers using paid social
Strategy
I developed a full-funnel Instagram and Meta Ads strategy that combined organic content with targeted paid campaigns to guide audiences from discovery to conversion sales.
The approach focused on:
Clear visual-first creative aligned with Jingletown Films’ brand identity
Audience segmentation for paid ads
Testing multiple creative formats and audience demographics to optimize performance
Lead end-to-end merch production and campaign planning from concept to launch
Designed and coordinated product photography, visual and material assets, and built merch webpage
Wrote ad copy and organic captions optimized for engagement and conversion
Built, managed and launched Instagram ad campaigns using Meta’s recommended audience targeting
Monitored performance across impressions, engagement, website traffic, and orders
Analyzed audience demographics to inform future testing optimization
Execution
Vertical Reels
1/2 variation of merch video for social platforms. Shot myself & edited using CapCut & TikTok Studio.
2/2 variation of merch video for social platforms. Shot myself and edited using CapCut & TikTok Studio.
Increased merch visibility and post reach from 1,000 to 10,000 views
Generated 200+ website visits directly from Instagram ads
Successfully drove traffic to the merch landing page, generating 50 merch orders, compared to zero orders prior to paid advertising
Validated Instagram ads as an effective conversion channel for the brand
Results
Optimization & Testing
Based on audience insights from the first campaign - which skewed to older male demographics (65+) - I initiated a second ad test to evaluate whether a younger, regionally targeted audience (Los Angeles & Northern California) would perform more effectively.
While this adjusted audience resulted in lower engagement than the initial campaign, the test provided valuable insight:
Platform-recommended audiences outperformed manual demographic narrowing for this campaign
Engagement patterns highlighted the importance of algorithmic learning and scale before over-segmentation
Findings informed future ad strategy decisions around audience breadth vs. specificity
Key Takeaway
This campaign demonstrates my ability to:
Manage end-to-end brand campaigns
Turn paid social from zero sales to measurable revenue
Use platform data to guide audience strategy
Run and evaluate iterative ad tests, adjusting strategy based on performance rather than assumptions