Rebrand Campaign Strategy: Zapier's Set Your Work in Motion

Platform: Facebook, Instagram, LinkedIn
Project: Media Planning and Buying
Assignment: Advertising Strategy, Audience Segmentation and Retargeting, Creative Planning, and Delegated Execution for Campaign Implementation

Role and Objective

In the Zapier Rebrand Ad Campaign, I took the lead in developing and executing a comprehensive awareness initiative. Targeting Marketing and IT professionals across diverse platforms, our primary objective was to elevate Zapier's brand awareness, focusing on both aided and unaided recognition among new and existing users. The strategic collaboration with Brand Studios and freelance designers aimed to introduce the new brand through 6, 15, and 30-second versions of the hero Zapier video, reaching a massive audience of over 45 million on Meta and LinkedIn.

The results from the Meta campaign, spanning July to September, were noteworthy, yielding 58 signups, 140 activations, and 97 upgrades. Despite a higher cost per signup compared to DR prospecting campaigns, the awareness-focused initiative demonstrated a commendable 20% improvement in CPSU and a substantial 32% enhancement in CPU.

Furthermore, I played a pivotal role in crafting the media plan and creative strategy for the awareness campaign, with a specific focus on promoting the new Zapier logo. Additionally, I spearheaded the reskinning of 11 video, static, and carousel creatives, customizing them for our lower funnel promotion during the Direct Response (DR) phase.

Media Strategy