THE #VANITYVANITYURL PROJECT // Self-Promotion

The gig economy is oversaturated with talent. As freelancers, we must practice what we preach and sell ourselves like we do our clients’ products/services. So to cut through the clutter, I took a page from the branding books to raise TOM awareness around mine, for when CDs and recruiters need a writer. To do this, I bulk-purchased over 100 vanity URLs, all leading to my portfolio. An investment recovered within just one day of work on a senior creative’s freelance rate.


The Vanity Vanity URLs.

 
 

Launch Stunt.
A music licensing company had recently bragged about spending a bajillion on very expensive OOH ads, hyper-targeting some of the same people I was trying to reach. So to launch this project, I turned my tiny budget into a strength with a little bit of self-deprecating fun.


Vanity Vanity URL Generator.
ALEJANDROCASTRO.COM is too hard to remember. I want my own #VanityVanityURL

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Results.

STAY TUNED. A CASE STUDY THIS WAY COMES.


RESULTS.

Image: Money symbol.
Text: Total investment < A day of work on my freelance day rate.
Text: Booked 8 months in a row (A new personal record)

Image: Social media and email icons.
Text: Using owned channels, made sure 99.9% of intended audience saw the message.

Image: Screenshots of likes.
Text: Results number for Likes.++++

Image: ??????????????????
Text: Thousands of impressions (Only needed 100)++++

Image: Screenshots of Comments. (Hana Sato & Paul Caiozzo).
Text: Next time they need a writer, I’ll be top of mind.