When Magic: The Gathering unveiled Bloomburrow, I had the opportunity to serve as the lead digital marketing copywriter on a campaign designed to spark excitement around the set’s release. This campaign spanned five unique emails that each highlighted a different aspect of the whimsical, animal-led world of Bloomburrow, while driving fans toward both product discovery and purchase. My role was to create copy that balanced storytelling with strategy—capturing the charm of the set’s narrative while ensuring messaging aligned with Wizards of the Coast’s marketing objectives of engagement, retention, and conversion. Each send was carefully sequenced to build momentum, offering fans a layered experience that nurtured anticipation right up through launch day.
Beyond the inbox, the campaign was part of a larger activation strategy that extended the set’s reach across channels and audiences. By positioning the copy to not only introduce the products but also immerse fans in the lore, I helped the campaign deliver on key goals: growing brand sentiment, reinforcing player connection, and driving preorders. As with many of my projects, I approached this work by blending creativity with technical precision—crafting engaging subject lines to maximize open rates, writing strong CTAs to improve click-through performance, and ensuring the overall messaging flow aligned with broader campaign analytics. For prospective partners and hiring teams, Bloomburrow showcases my ability to lead multi-tiered campaigns that marry brand voice with measurable marketing outcomes.
Emilee Morehouse 