Moz Marketing Campaigns
In my time with Moz, I designed over a dozen successful campaigns advertising product and feature releases, educational content, sales, and events. Campaigns were often multichannel and involved collaborating with and satisfying multiple internal stakeholders.
Detail
Client: Moz
Years: Various
Industry: Tech, SaaS, SEO
My role: Campaign visual design, production
Table of Contents
Jump to: Growth Plan Emails | Technical Tips | Keyword Research | Local Guide | Go Annual
6-Week Growth Plan Onboarding Email Series (2020)
In an effort to reduce churn, Moz introduced an automated onboarding email series for new Moz Pro users in 2020. The six weeks of content were built around a gardening / growth metaphor and featured Moz’s mascot, Roger Mozbot.
Week 7 Conclusion
We’ve got a treat for you! — Download the PDF guide
Results
Customers who interacted with this program had a higher survival rate than customers in the control group.
Week 1
Technical SEO — Get weedin’
Week 3
Rank Tracking — Watch your garden grow
Week 5
Link Building — Break out the watering can
Week 2
Keyword Research — Plant those seeds!
Week 4
SERP Features — Find your fertilizer
Week 6
Custom Reports / Reporting — Harvest your bounty
Technical Tips Series and Checklist (2021)
Moz focused its Q1 2021 educational content on technical SEO with a six episode YouTube series called Technical Tips. I think of technical SEO as the digital marketer’s equivalent to tinkering in their garage workshop, so I designed an easily scannable typographic treatment built from tools (real and search-related) for the series thumbnails.
Results:
The Technical Tips episode about sitemaps is among Moz’s most highly rated YouTube videos, and the average view count for Technical Tips as a whole is higher than the rest of Moz’s 2021 videos.
Moz Pro customer homepage image
Keyword Explorer + Keyword Suggestions Launch (2024)
Moz has one of the best keyword databases in the industry, and that’s something to celebrate with minimal embellishment. One of the most exciting aspects of this launch was the updated user interface, so I designed product-forward, highly graphic visuals.
Open graph image
Open graph image
Email newsletter image
Email newsletter image
The Local Business Content Marketing Guide (2023)
When concepting campaign visuals for The Local Business Content Marketing Guide, my stakeholder came to me with the metaphor of a sapling maturing into a tree bearing fruit for the local community. I took their concept one further and imagined an entire pick-your-own orchard of content ideas to help your local business thrive.
Open graph image
Results
Top 10 guide
out of 18 total educational guides that Moz offers
~6% of all PDF downloads
on Moz.com for the accompanying cheat sheet
Moz Pro: Go Annual (2023)
The winter 2023 Moz Pro Go Annual campaign shows Moz’s mascot, Roger Mozbot—the embodiment of all things Moz—bringing his A-game to celebrate the sale. Basketball was a natural thematic choice for a winter campaign to celebrate discounts that will go on help customers achieve big SEO wins.
Open graph image
“Last chance” email header
Results
233
annual subscription customers acquired
$350,000
est. revenue generated
42,000
organic social media impressions
Animated paid ad