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The Housewarming Wall [2026]
Home Abroad's first-birthday campaign. I led it end to end and coded the wall.
psst, the stickers can be moved: drag them around
Not a generic giveaway: a housewarming. Partner writers sent their readers over to sign the wall and answer one question: "Where in the world are you building your life?"
I coded the wall from scratch, desktop and mobile: one sentence, a location, an optional photo and Substack link, pinned up like a note in a new home.
Every entry doubles as a sign-up. A Firebase backend captures it, sends an instant "welcome to the house" reply, and exports the wall to Notion for the prize draw, so it feels like a guestbook, not a lead form.
Results (19 July 2026): 3,068 views across the post and live, 62 wall entries, half with a photo and 50 of them shown on the live Wall, and 15 partner writers posting to send their readers in, with two of them joining the live open house. It worked best as a community and brand moment: 3 new subscribers came straight from it, and turning that reach into sign-ups was the lever I would have pulled next.
"I never imagined it doing it at this level. It’s splendid and I am in love." Wendy White, She Sees the World "What a gorgeous post, what a full house of amazing people." Amy Brown, Living in 3D
I led this campaign end to end, from the first spark of the idea to the site people could land on. In short: strategy, planning, design and full-stack execution, held together as one moving campaign.
Behind it: the 3-part campaign plan (the Wall, the neighbour writers, the two dates) with an owner on every task, re-planned against the fixed dates when the schedule slipped; the entries and neighbours trackers (partner tiers, status, post dates, links, reach); 2 partner kits and the wall card; the welcome email and 3 gift-tier emails; and the winners’ digital care package.
I reached out to some of the neighbour writers myself, planned the staggered posting dates and tracked every post. For the gifts I built the care package and the gift flow, got the digital wheel ready for the live draw, comped the memberships and scheduled the renewal check-ins, then logged the results into a campaign scorecard. Everything except the live session.
We co-wrote the anniversary post and held the live open house together.