Synergizing Brand Identity: Crafting Cohesive & Innovative Cross-Channel Advertising Campaigns

Platform: Facebook, Instagram, TikTok, LinkedIn, Youtube
Project: Paid Social Ads
Assignment: Project Management, Creative Strategy, Marketing, and Creative Producer

Project Management Role:

As the lead project manager, I oversaw the execution of a dynamic social creative strategy aimed at boosting paid social performance for Zapier. This involved a comprehensive analysis of Q1-2021 vs. Q1-2022 social creative findings on Meta and LinkedIn platforms.

Role and Objective:

My role focused on coordinating efforts between internal teams (brand studios, content, executives) and external stakeholders (creative agencies, freelancers) to manage ad creative production. The objective was to double Year-over-Year (YoY) ad creatives, ensuring a fresh brand perspective. The strategic use of videos, static images, and carousels was employed, with a focus on optimizing for engagement and conversions. The project aimed to identify key learnings, such as the effectiveness of different creative types on various platforms, and set the stage for an in-house creative production transition in Q3 for continued improvement.

Jason Staats for Zapier

Results:

Doubled YoY Creatives: Increased ad creatives from 31 (2021) to 80 video, static and carousel ads (Q1-2022).

Platform-Specific Wins: Identified creative categories that are 49% more cost-effective in terms of CPA and generate higher click-through rates.

Efficient Creative Process: Streamlined production process, collaborated with internal/external teams, meeting standardized lead times.

Strategic Shift to In-House Production: Prepared transition for in-house production led by brand studios. Ongoing improvement and quarterly learning are analyzed and reported.