Paid Brand Strategy

Responded to an ask to create a branding strategy via paid social by developing an always-on campaign structure using personalized, specific messaging to drive brand association with consumers on a 1:1 basis, and more moment and sentiment based messaging to drive overall brand awareness and favorability. KPIs included both Brand Lift and platform numbers (view rate, cost per link click). Examples of ad units used across platforms are below.​

 

After completion of Week 1, CPC came in at 55% below an existing CPC benchmark for similar campaigns.

 

Over the course of time, identified additional testing opportunities such as other asset types and ad units. With consistent optimizations such as this and a goal-oriented mindset, I established a consistent and reliable program that the brand still uses today.