Multi-Platform Media Campaign: Off/On Brand Campaign

Platform: Meta, LinkedIn, YouTube
Project: Media Planning and Buying
Assignment: Brand Awareness, Customer Acquisition, Advertising Strategy, Audience Segmentation and Retargeting

Role and Objective

To enhance awareness and broaden the audience for the Zapier Off/On Ad Campaign, my comprehensive multi-channel strategy spanned Meta platforms, LinkedIn, and YouTube. With a primary focus on engaging upmarket roles and emphasizing product awareness and audience expansion, the campaign delivered notable metrics, including lower costs per impression (CPM) and cost per thruplay on Meta platforms.

The success extended to YouTube, where the ad sequencing format effectively narrated the brand story. According to the brand lift study, the campaign achieved a 5.6% absolute lift and an efficient $0.81 cost-per-lifted user.

Facilitated the Brand lift study with Meta representatives, ensuring a comprehensive evaluation of the campaign's impact and effectiveness on the platform. The strategy successfully achieved its main objectives, capturing the target audience's attention and surpassing key performance indicators on both Meta platforms, LinkedIn and YouTube.

Media Strategy

Campaign Management

Social Media Video

Pre-roll Video

Behavioral Targeting

Cross-Device Targeting

Results

Impressions: 241M

Engagements: 155K

Video Views: 23M

Conversions: 6K

This campaign achieved a remarkable 48% increase in impressions compared to the Q1 campaign, with just double the initial spend. This highlights the strategic allocation of resources and underscores the campaign's ability to maximize impressions and overall reach, showcasing a significant improvement in performance metrics.