Blue-Check Women’s Intimates
Paid Social Promotion / Account Management
Adlucent
April 2022 - Sept 2022
As Meta shifted best practices after iOS 14.5 signal loss towards broad AI-powered audiences and ad message diversity, this enterprise women’s intimates brand struggled to adjust to the “creative is the new targeting” approach.
My team ensured BAU evergreen and high-spend, short-term promotions guaranteed profitable outcomes for the client across segments.
Topline performance picture with KPI.
Topline Brand Lift Study results and creative callouts.
Promo-specific BLS results weaker, reminder of budget split that still prioritizes promotion per client business needs.
Creative snapshot - evergreen.
Actionable Analytics
Presenting social performance through a creative lens generated actionable takeaways to improve evergreen and promotion messaging and deepen efficiency as campaigns scaled, by understanding how messages resonated by segment.
Universally, a shift from aspirational lifestyle messaging towards relatability delivered the strongest results, as in the above 22Q3 analysis featuring the brand’s ‘real women’ campaign. Lightweight motion performed best for communicating specific promotions or product breakdowns.
As the team continued to present evergreen wins, we were able to shift the promotion split to prioritize longer running, relatable (and ASC-friendly) evergreen advertisements.
By the Metrics:
298% Flash-Sale Revenue Improvement.
From key flash sale at the beginning of our engagement in April to our new campaign structure’s performance in August, on comparable offer.
144% Ad
Recall Lift.
On a Meta Brand Lift Study, the client’s evergreen creatives delivered an 18.8% ad recall, in comparison to a 7.7% average ad recall across Meta’s retail category, suggesting strongbrand awareness and market trust.