Social Media: Paid and Organic

ROLE. creative ideation. design and art direct. motion graphics.

Paid Ads:
Facebook, Instagram,
YouTube, LinkedIn, Snapchat, TikTok

The client originally outsourced paid creative to an agency. When I came onboard, I took over creative strategy, creative execution, and refinements based upon successes.

Each week, after paid analysis evaluation, I would create additional ads that accomplished two things...

refinement on successful ads
blue-sky ads that explored new ideas.

Since our value props centered around technology, tech and phone-centric ads like this one performed best.

Sometime less is more. This stripped-down ad was direct and provocative... and a success.

While many testimonials performed only average, fast-paced, savings-related testimonial ads like this did better.

Snapchat
and other platforms

Snapchat has a different audience, targeting, and ad types and required unique ads. We also experimented with other platforms such as TikTok, Taboola and others.

Social in Paid Campaigns

Social ads were often packaged with an overall campaign to create synergy.

The "See What You Can Save" brand-awareness campaign in Salt Lake City led to 59m impressions, raised awareness by 26% and doubled brand trust while generating valuable leads and conversions. The campaign included a series of car wraps, videos, paid ads, emails, Spotify ads, and more.

Organic Social Media

I contributed regularly to organic Social Media and for a while, oversaw all posts. I created best-practices guidelines and provided training for less-experienced contributors. I also helped shape their organic presence.