Paid Social Campaigns
Evergreen paid social content was developed and tested on a monthly basis for Readers.com, Foster Grant, and Gargoyles Eyewear.
Deliverables: Monthly Creative Plan, Static and Animated ads (1:1 and 9:16 versions) in a variety of formats
Paid social was a large focus for the marketing team and my role. To ramp up production and testing, we established monthly testing plans for our three main brands. I led planning for the ads, which included a brainstorm with the creative team, brand managers, and growth team. In those meetings we established the themes or products we’d like to feature, what type of tests we’d like to run, and aligned on what new imagery, video, and creative we’d need.
Each brand would have 3-4 campaigns or ideas that we would test during a month on both Facebook and Instagram. The email team was also did a lot of testing, so often we would replicate themes or reuse imagery that worked well in email for paid social to see if we could get the same results while being able to repurpose assets.
The tests we ran covered a variety of ad types. The majority of tests included both 1:1 and 9:16 versions of the ads. I designed ads that were carousels, single static images, text animations, photo animations, and video-based ads. We would also often test just the copy or promotions featured in the ad, keeping the creative the same otherwise.
Specific blue light product line (left & right) vs. general blue light ad (middle)