Gated Content Guides
Gated reports are one of WeddingPro's sharpest tools for turning timely industry insight into vendor value — free for members, and a way for prospects to trade their contact info for the read. They educate vendors, build trust, and surface prospects ready to hear more about WeddingPro.
I led creative strategy and design direction for the guides and their campaigns, steering designers, copywriters, and agency partners from concept to launch. As the program grew, I built templates and repeatable components so the team could move faster without losing quality.
Role: Creative Strategy & Design Direction
How Wedding Pros Use AI: From Inspo to Action
With AI everywhere, a lot of wedding pros were curious but unsure where to start. This guide let WeddingPro step in as a helpful partner, turning research from ~1,400 vendors into practical tips and expert insight pros could actually use to save time and stay competitive.
Guide 1
Making AI approachable
AI can read as cold, especially in an industry built on human connection. I used light motion, simple visuals, and prompt-based graphics to make the topic approachable and easy to apply in a pro's actual day.
Across social, paid, and email, we framed AI as a helpful tool, not a complicated trend — balancing trust-building proof points like the number of vendors surveyed with A/B-tested headlines to learn what actually grabbed attention.
The Power of Celebrity Influence on Weddings
When Taylor Swift and Travis Kelce's engagement lit up the wedding industry, WeddingPro saw a chance to connect a cultural moment to real vendor value. This guide explored how celebrity weddings shape trends — and how pros could use that timing to market themselves.
Guide 2
Seizing the moment
Within hours of the engagement, we moved on paid social. We couldn't name Taylor directly, so the creative leaned on lyric-inspired copy, fan-coded visuals, and friendship-bracelet cues to make the reference instantly readable — and brand-safe. The ads became some of WeddingPro's top-performing creative brand-wide, proof of what moving fast on the right moment can do.
Organic social turned the moment into content pros could share — trend explainers and fan-culture references that showed how Swift-inspired details were already showing up in real weddings.
Marketing the guide
Once the social proved the appetite, we expanded it into a full gated report on the business impact of celebrity and influencer weddings — marketed with timely stats and takeaways that tied pop-culture buzz back to vendor opportunity.
Team & PartnersPhoebe Delmonte (Lead Designer), Morgan Drumheller (Lead Copywriter), Superside (Organic/Paid Social Graphics), Tony Syros (Content)