Case studies

Programs built, then proven.

The long version of each program: what was wrong, what I decided, what shipped, and what moved. Every number on this page is real client work. For full-length writing and strategy samples, see writing.

Client case studies

Case 01 Content strategy · B2B SaaS · Multi-year

Built the Woobox content engine

Woobox · Digital Marketing Manager · 2017–2022
Owned the content program end to end, reporting to the CEO

50%year-over-year user growth, three consecutive years

The challenge

A self-serve SaaS platform in a crowded social-promotions space, with a paid budget too small to buy growth and a target that had to hold up year after year.

The strategy

Nobody was searching for social-promotions software. They were searching how to run a giveaway, so that is what we published, aimed at one moment inside the product: a new user launching their first live campaign. Formats were built to repeat, because I was the only person writing.

What I did

Built the program from scratch: editorial calendar, SEO landing pages, email, and paid search. Wrote all brand and product copy. Ran Google paid search to 17–20% CTR. Read Analytics and Search Console monthly and moved budget toward whatever was still working.

  • Top 10 rankings, no paid amplification
  • 17–20% paid search click-through rate
  • Sole writer across enterprise and small business buyers

Case 02 Video · AI · B2B SaaS

A SaaS video series that grew engagement 570%

Content Supply · Video Editor · 2024–present
Owned the format and the edit

570%engagement increase on the series

The challenge

A SaaS client's video series was technically fine and flat. It collected views that ended in the first thirty seconds, which is the point where both the algorithm and the buyer stop paying.

The strategy

Rebuild around retention, then hand back something the client could run without me. The opening twenty seconds had to give away the payoff, and every twenty to thirty seconds after that had to earn the next twenty.

What I did

Reworked pacing, structure, and hooks in Premiere Pro and After Effects. Built an editing template and a retention checklist. Put Claude, ChatGPT, and Google VEO into scripting and rough-cut to cut iteration time, with the creative calls staying mine.

  • Repeatable series template delivered
  • Claude, ChatGPT, VEO in scripting and rough-cut
  • Editorial pass on every AI output before it ships

Case 03 Video · eCommerce · DTC

Ad creative that helped lift Black Friday revenue

Earthing® · Video Editor · 2024–2025
Video editor on the campaign, working to the brief and the revenue target

90%Black Friday revenue increase year over year, a team result I contributed to

The challenge

A wellness DTC brand in a category that needs education before it converts. Black Friday traffic was cheap to buy and expensive to waste, so cold clicks bounced before checkout.

The strategy

Proof before discount, matched to funnel stage. One offer repeated across every touchpoint, so a shopper who saw three placements heard one thing three times.

What I did

Produced and edited the Black Friday set in Premiere Pro and After Effects: paid social cutdowns, product-page demos, and email hero clips. Built channel-specific versions from one shoot across Meta, Google, and AdRoll.

  • Contributed to a 25% portfolio ROI improvement
  • One shoot repurposed across paid, email, and product pages

Case 04 Positioning · B2B SaaS

Repositioned a B2B SaaS brand

ENGAGE XR · Head of Digital Marketing · 2022
Owned messaging across three teams I did not manage

Full rebrandwebsite positioning rewritten, then one story aligned across PR, product, and sales

The challenge

The brand messaging undersold the platform at a moment when the story needed to do the product justice.

The strategy

Rebuild the story so the product read like itself, then get PR, product, and sales to tell that same version before each launch went public. I had no authority over any of the three, so every agreement was won one conversation at a time.

What I did

Rewrote the website and positioning, then aligned PR, product, and sales on one story from homepage to sales deck. Drove video strategy and go-to-market content for feature launches.

  • One story from homepage to sales deck
  • GTM content for new feature launches
  • Two direct reports, a marketing specialist and a video editor

Case 05 Strategy · Consulting

Launch content for an indie game studio

Bithell Games · Marketing Consultant · 2016
Owned copy and strategy end to end

≈20%site traffic growth over a six-month engagement

The challenge

A six-month engagement to grow reach across owned channels for an independent studio.

The strategy

Work independently across all copy and strategy, building owned channels that would keep returning traffic after the engagement ended.

What I did

Landing pages, social, blog posts, and podcast strategy, including episode planning and guest booking.

  • Expanded podcast listenership
  • Sole marketer on copy, landing pages, blog, social, and podcast

Writing & strategy samples

Want to see the writing itself?

Four full-length samples, nothing collapsed: a two-quarter organic plan, an SEO blog post, a four-email nurture sequence, and the SEO and AI-search briefs I would hand a writer. All spec, and labeled that way.

Read the writing samples

Want the version tuned to your role? Let's talk.
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© 2026 Kyle Horner · knhorner.com