ServiceTrade · Product launch · Creative strategy
ServiceTrade AI + Stella Launch
A cohesive launch system that translated an emerging AI product story into practical, operations-first messages for commercial contractors.
01
Business challenge
AI messaging can quickly become vague or overhyped. The launch needed to introduce Stella to a specialized audience while keeping the value grounded in real work, including less admin, clearer information, and better operating decisions.
02
My role
I strategically directed the paid campaign, wrote the activation brief, defined channel and format requirements, aligned audiences to message themes, and managed launch execution. The campaign creative shown here was produced by creative partners from that direction.
03
Strategy
- Led with contractor outcomes and operational clarity rather than broad AI claims.
- Turned the positioning into a modular message system that could travel across paid social, display, and landing pages.
- Separated audience and funnel-stage needs so each placement had a specific job.
- Set guardrails for approved product language, proof, and roadmap claims.
04
Execution
- Developed a channel-ready paid brief with creative themes, copy direction, placement needs, and audience context.
- Coordinated asset handoffs and launch requirements across internal and external teams.
- Adapted the campaign across LinkedIn, Meta, display, and emerging paid placements.
- Connected creative review to landing-page readiness and measurement setup.
05
Business impact
- Built one launch narrative that stayed consistent across channels without becoming repetitive.
- Made an emerging product story concrete for a trade-specific audience.
- Created a reusable system for future product and feature activation.
06
Tools and channels
Confidentiality note
The four campaign assets shown are approved public-ready creative. Internal positioning documents, detailed targeting, budgets, and performance reporting are excluded.