DR ads
From working in a D2C ecom startup, working at ITV to drive people online to watch more content and working at Meta, my expertise and knowledge in performance advertising is a speciality of mine. With 1 second to grab the attention of a consumer, it's so important to make your ad as attention grabbing as possible so people remember not just who the ad is from, but what the product or service is and why they should buy yours.
Below is a selection of performance ads made for different D2C brands. I came up with all the concepts and art direction.
VERY
Very, the online retailer, were only using one static creative to drive people to download their app. We wanted to show them the value of adding in multiple creatives based on different motivators and barriers to convince people harder to download the app, so we created three different creative concepts which focussed on the benefits of using the app.
Results: The account summary cell drove the lowest CPI 3.03 BAU compared to 2.81and most conversions (365 BAU V 395). 2 of the 4 creatives drove better results compared to the BAU ad. The new account summary ad drove the most amount of app installs The trust ad was the most engaging ad compared to BAU
cancer research
Cancer research were using the same video and static assets that were not optimised for our platforms to drive donations. We used a mixture of motivators and barriers to create 3 video assets that were made for mobile.
Results: CPM was more efficient in cell 2 (4.79 v 4.51) and the CTR was higher
The £3 experiment cell had nearly a 50% lower CTR compared to BAU and 3 x higher CVR
startups
Creating thumb stopping traffic ads for a range of startups and comparing them to BAU ads. I came up with the concepts and art directed/storyboarded the ads, working with a designer to bring them to life.
MIND
Mind asked people to take a moment for their mental health. Working with Facebook, Mind encouraged people to connect in a different way through a series of sponsored posts on Facebook and Instagram and join hundreds of famous faces, with their eyes closed.
To drive donations, Mind did a split test of creative assets to test whether celebrity focused creative or audience focused creative drives better results.
HEIST
At Heist, I was responsible for creating all the paid advertising for IG and FB. I was briefed per quarter to come up with 100+ assets for the funnel. Here are a selection of best performers for the top and middle of the funnel assets. These performed really well and had a high CTR compared to BAU ads. For the top of the funnel, the aim of the plasticine and object ads were to demonstrate the pain points of your underwear in a really visual way. For consideration, the aim was to educate the audience about the USPS of Heist products.
wunderman
unlimited
We wanted to prove that if you worked at Wunderman UK, you'd be sitting with a pretty talented bunch of people – no matter where you were in the world.
But 'funny' headshots and baby photos were so done.
So we focused on the weird and wonderful side hustles, and turned them into thumb-stopping gifs, posting them all over the agency's global social channels for an entire year.
ITVX
Transforming the way ITVX advertise on social media, I completely changed the strategy, process and creative output of work. Beforehand, the ads had no differentiation, no benefit and were very content focussed, I took a step back and made each ad about a benefit that would draw in the viewer and add value to their lives in some shape or form. Each ad was super direct and the art direction was attention grabbing. The new strategy and creative outperformed the previous creative which much higher CTRs and lower CPAS.
