The Brand: Rivian
My Role: In-house copywriting + content + sales + product strategy
The Backstory:
I joined Rivian at a critical moment for the recently-reshaped marketing team — the EV industry was evolving, the product list was growing, the brand was growing up — and I was brought on to help to expand their audience beyond EV enthusiasts and mostly-male adventure seekers.

As a lead copywriter on the email marketing team, I spearheaded a “Year of Curiosity” initiative, and along with the strategists and technologists we decided to test and learn as much as possible, with a goal to learn something from every email send. Coming off a year in which no email tests were run, our team ran over 40 tests in 2025 and documented our learnings with monthly share-outs across teams and a database of best practices and audience-specific insights.

Simultaneously, throughout 2025 there was considerable confusion swirling around the status of the federal $7,500 EV credit, and as such the cost of Rivian’s vehicles became top-of-mind for consumers during a volatile time for the auto industry and the global economy. Customers were hungry for clarity and peace of mind, and I decided that Rivian would be the brand that delivered that to them during this pivotal period in time.

$7,500 EV Lease Credit - Combined Offers Sales Campaign

The end of the $7,500 EV lease credit in the fall of 2025 offered a opportunity for consumers to combine lease offers for maximum savings before time ran out. This was the perfect moment to pilot Operation Soft Landing, but we needed to act fast.

As I drafted the paid display, search and social ads, I wanted to proactively address a drop-off issue I had identified when pathing users from paid ads to offer detail pages. Knowing that the $7500 ads may drive considerable traffic to our site — and also required significant explanation due to the complexities of combining the credit with Rivian’s lease offers — that this was the time to take action and bring my vision to life.

Without waiting for a wireframe or a brief, I identified the opportunity and built and pitched a landing page for the paid traffic to drive traffic to, offering potential customers at all levels of the conversion funnel an avenue to pursue, whether that be shopping for a vehicle, taking a demo drive, learning more about the brand, or connecting with a real person.

In collaboration our web, sales and legal teams, we turned my Figma design into a high-traffic landing page in less than two weeks, and added a downloadable PDF that explained how to combine current lease offers. The results: not only did our bounce rate drop by 35% vs other paid social entries, our session duration and page views lifted by over 50%, and the soft landing page was 40% more effective in sending users to mid-funnel (Shop + Builder) vs. other comparable paid social campaigns that pathed users to Offer Details pages.

Paid Social Ads - Lock in

Paid Social Ads - Last Chance Refresh

Paid Display Ads

Combined Lease Offer Emails

Homepage Heroes

$7,500 “Operation Soft Landing” Page V1

$7,500 EV Lease Credit Offer Detail Page

Real Rivian Adventures - Content Campaign

Selling a vehicle is an emotion-first experience driven by practical limitations (pun intended). You may love a feature, but you fall in love with the feeling it gives you. More range means more freedom. More rugged = more flexibility. More comfort = more core memories. Your vehicle is so much more than a machine — it moves you. And as the disruptor auto brand, we had to move beyond the sea of sameness and create fresh, human-centric content that didn’t look or feel like a typical car campaign. Instead of featuring every feature, we let each spot focus on just a few and connected it to a real-life situation from a real Rivian owner.

In our emails, we kept spoilers to a minimum to boost click-through rates and tested animated gifs and play buttons in the headers. The landing page evolved over time, featuring just one video at a time until we launched our final episode, a tribute to our owners. The updated landing page features pop-up modals that spotlight each owner that inspired the story as well as the R1S or R1T that helped save the day.