As the senior growth designer, I created ads for all paid social channels but primarily focused on Meta placements. Creative testing was constant to find winners to scale the business. This required consistent analysis of performance data to inform creative strategy.
Results
Ad Spend: 1M/ Month
Meta ROAS: .62
Company-wide ROAS: 2.7
KPIs such as hold rate, NC CPA, and ROAS helped guide decisions regarding creative adjustments. I held weekly brainstorming sessions to develop a creative strategy, generating 4-10 new concepts and 2-6 iterations to be put into production each week. Over two years, I created hundreds of ads for continuous testing to identify scalable winners.
Creative iterations utilized copy testing, creative differentiation, and hook hacking. Audience targeting was employed through creative differentiation and expanded creator sourcing. A/B testing further informed creative strategy for copy and imagery. Sourcing and briefing creators allowed for expansion to new audiences and multiplied our ability to test and iterate.
The launch of a second product further expanded creative testing needs. The Anytime You Need Energy product was particularly suited to advertising on TikTok as it didn't present the same regulatory challenges as The Anytime You Drink Vitamin.
Planning for sale periods such as Black Friday was used to prepare for a rise in CPA but still capitalize on the seasonal moment.
CTV, YouTube, TikTok, and Google Ads expanded H-PROOF's reach and increased company-wide ROAS. Social proof was a strong driver of conversions, and customer testimonials proved to be the winning creative for CTV and YouTube ads.
Branding was expanded and revitalized to capitalize on the launch of a new product. Updates included secondary colors for additional products, text hierarchy guidelines, and a defined brand voice.
Guidelines for email marketing helped the junior designer ensure brand consistency in retention creative.
