Content Growth | Case Studies

Growth campaigns, service activation, and content systems built to scale

Growth Content Strategy · Conversion Copywriting · CRM · SEO · Product Content

Paven / Meta – Multichannel Content and Activation

Paven was a financial well-being product and employee benefit serving approximately 60,000 Meta employees.

My work connected product UX, editorial publishing, push notifications, workplace communications, targeted campaigns, analytics, and third-party benefits into a coordinated program designed to move employees from financial questions to relevant action.

The Paven cases below show five distinct parts of that system.

Featured Case Study 01 – Push Notification Opt-In

Earning permission after establishing value

Challenge

Push notifications could support repeat engagement and service discovery, but asking too early risked feeling intrusive. Requiring users to enable notifications through native settings also added friction.

The content problem was not simply what to ask, but when the request would feel useful and earned.

My contribution

I designed and implemented a one-time in-app prompt for users who had already entered Paven through external channels.

The prompt positioned notifications as a practical value exchange: a way to receive relevant updates, new content, and timely financial guidance.

I then reviewed performance through OneSignal and internal dashboards, comparing later notifications across message framing, send time, topic, and audience segment.

Result

+33.65% growth in push subscriptions

Takeaway

Permission works best when the value exchange is clear and the timing feels earned.

Featured Case Study 02 – Bonus Pay: A High-Intent Mini-Campaign

Connecting a timely financial moment to several useful next steps

Challenge

A bonus-payment cycle created a short period in which employees were actively deciding what to do with a meaningful change in income.

The campaign needed to be timely without suggesting there was one correct choice. Employees might need to address taxes, debt, savings, investing, retirement, immediate expenses, or professional advice.

My contribution

I developed the campaign concept and messaging framework, organizing one financial moment into several valid decision pathways across editorial, push, workplace, and product content.

Each pathway connected the employee’s immediate question to relevant guidance, tools, or services.

Results

+31.8% new users
+26.2% total sessions
+62.6% content reads

Takeaway

High-intent moments create a narrow window in which relevant content can move people quickly from uncertainty to action.

Featured Case Study 03 – Turning Intent into Action

Connecting employee needs to the right benefit, tool, or human service

Challenge

Meta employees had access to valuable benefits and partner services, but availability alone did not guarantee use.

Employees usually arrived with a question, stressor, or decision—not with a clear understanding of which provider or feature could help.

My contribution

I organized activation around the employee’s underlying need rather than the provider name.

I embedded relevant pathways across editorial content, product recommendations, campaign calls to action, service modules, booking, and chat.

Financial relevancy, not generic financial literacy

The aim was not only to explain financial concepts. It was to meet employees where they were, reduce overload, and provide a direct route into the right support.

Results

Paven bridged the intent-action gap: employees initiated 44% of Deloitte tax advisory and 58% of Financial Finesse coaching appointments within the app.

+214% booking opens
+57% chat opens
+82% YoY benefit utilization

Takeaway

A service creates value only when people understand when it is relevant and how to use it.

Featured Case Study 04 – FYI People Post

Turning wide-channel awareness into measurable product engagement

Campaign snapshot

Client: Meta Benefits
Audience: Approximately 50,000 full-time Meta employees
Launch: July 19
Turnaround: 10 working days
Promoted benefits: Lyra, Wellthy, Accolade, and Paven

Challenge

Meta Benefits wanted to cross-promote several underused health and well-being benefits through an official FYI People communication.

Paven was one of five links in the post, without special prominence. The challenge was therefore not only to earn attention within a broad benefits message, but to create a clear path from awareness into measurable product use.

My contribution

I led the Paven response in collaboration with Meta Benefits leadership and internal product and creative teams.

I translated the request into an animated campaign asset, supporting message strategy, and a direct product-entry pathway. I also developed a full-funnel measurement framework connecting reach and interaction to platform entry, active use, and deeper engagement.

Results

48% awareness rate
2% interaction rate
4–4.5% click-through rate
54% post-to-platform conversion

The campaign generated 2.5× as many new users as the previous month in a single day, with approximately 65–70% of initial users new to Paven.

It also shifted behavior toward the intended experience:

83% of user sessions occurred in the Web XP, compared with 24% the previous month.

Across the July 19–August 16 measurement period, Paven recorded substantial growth in new users, total sessions, benefit reads, and suggestion interactions.

Takeaway

The campaign did more than create awareness. It generated an immediate acquisition spike and moved employees into the intended product experience, where their subsequent behavior could be measured and used to improve future communications.

Selected Case Study 05 – Small Steps to a Healthier Future

Rebuilding the content strategy for a changing workforce

Challenge

Paven’s earlier content agenda had been shaped during a period of rapid hiring and new-employee growth.

As hiring slowed and the audience shifted, the priority moved toward mid-tenure employees balancing caregiving, family finances, aging parents, mental health, and self-care.

My contribution

I translated the changed workforce context into a revised audience strategy, campaign framework, and content agenda.

Rather than asking employees to transform their financial lives all at once, the campaign organized support around small, relevant actions connected to immediate needs.

Outcome

Small Steps established a sustained content direction for a changed workforce and connected real-life pressures to relevant benefits, services, and product pathways.

Takeaway

Segmentation is not merely changing a headline. It means rebuilding the content agenda when the audience, business context, and value proposition change.

Selected Case Study 06 – BAYADA: Closing the Intent-to-Action Gap

Reducing friction between eligibility screening and a scheduled interview

Challenge

The candidate journey was losing momentum between screening, eligibility, and interview scheduling.

Candidates could hesitate, abandon the process, miss an appointment, or require manual support from already-busy recruiters and office staff.

My contribution

I owned the content design for the screening and self-scheduling journey. Working across product, research, design, recruiting, operations, legal, and engineering, I translated requirements and user insights into journey logic, concept wireframes, screening and scheduling content, FAQs, reminders, recovery states, and automated SMS and email communications.

I designed both the direct scheduling path and alternate routes for candidates who were not ready, had questions, could not find a suitable time, missed an appointment, or needed to return later.

Results

Pre-interview drop-off: 62% → 30%
Qualification to booked interview: 3 days → 30 minutes

The redesigned journey also reduced manual recruiter coordination through clearer self-service and automated communication.

Takeaway

People rarely need more information everywhere. They need the right information at the exact point where uncertainty could cause abandonment.

Selected Case Study 07 – GetYourGuide: Day-trip Landing Pages

A freelance SEO content project structuring travel content around traveler intent.

Challenge

GetYourGuide was developing day-trip landing pages for major destinations.

The pages needed to align with how travelers searched, compared options, and planned limited time while strengthening connections between related destination and activity content.

My contribution

As a freelance content consultant, I independently researched, wrote, structured, and internally linked SEO-focused landing pages within GetYourGuide’s established content system.

I used Google Analytics, search-interest signals, and keyword research to structure day-trip pages around traveler questions, comparison needs, and onward navigation.

The work included 5 day trips from each of 15 popular travel destinations, from Budapest to Las Vegas.

Outcome

The engagement delivered SEO-focused day-trip pages designed to support discovery, comparison, internal navigation, and trip planning.

Takeaway

Travel content must do more than attract traffic. It should understand what the traveler is trying to decide and help them take the next practical step.

Selected Travel Writing – Editorial voice, destination thinking, and travel-industry storytelling

My travel work also includes long-form editorial writing, expert interviews, cultural analysis, and destination storytelling for The New Traveler, the Berlin Travel Festival’s official publication.

01 – Travel Different

A lead essay questioning passive, algorithm-led travel and arguing for slower, more participatory ways of exploring the world.

02 – The Quiet Power in Happiness

An interview with Dr. Ha Vinh Tho on Bhutan’s Gross National Happiness framework, well-being, ecology, and alternatives to GDP-led definitions of progress.

03 – Where Is Paradise?

An editorial reflection reframing paradise as an ethical and relational question: not only where people travel, but how a place is treated, protected, and experienced.

Eric James Bain

Growth Content Strategist · Conversion Copywriter · Product Content Designer
ericjamesbain.com · LinkedIn · ericjbain@gmail.com