Paid Social Ad Campaign
Beauty + Lifestyle Brand
My client had plenty of beautiful, high quality product photography to advertise with. But like many lifestyle and beauty brands, aesthetic photography isn’t always enough to capture attention and retain it, especially on social media. When consumers are scrolling through social media, first and foremost, you’ve got to catch their eye. Once you do, they need to know immediately who you are, what you’re selling, and why they should care. Creative for social media ads should propose a solution to problems that consumers may not even know they have.
After an in-depth consultation, Q&A session, and audience research, I developed strategic messaging for each of my client’s core audiences. The visual assets I created were tailored for not only each message, but also each milestone within the customer journey.
For example, if I wanted to promote a certain product, I’d create a different an asset/message for someone who was familiar with the brand then I would for someone who was just seeing it for the first time.
When introducing a brand to consumers that are unfamiliar with it, the goal is to summarize the key value propositions and how they make the brand unique from its competitors. As they begin to engage, it’s time to tell a story, preferably one that resonates and invokes a sense of emotion. Something relatable, human. As the customer moves “down the funnel” they will engage more with testimonials, deals, and messaging that instills a sense of FOMO.
In the end, the design should always be beautiful, aesthetically pleasing, and on brand. But that’s just the tip of the iceberg. Everything from the font, to the placement of the copy, to who will be looking at the asset and what their story is should be considered when designing an asset for a social media advertisement. My client came to me asking for direction. I provided them with a full audit of their creative, researched their audiences, and formulated specific messages tailored to each milestone within the customer journey, then went to design.
