Creating ad creatives at scale without expensive designer costs
Client
InShared
Project Duration
6 Months
Channels
Facebook, Instagram, Pinterest
Digital agency
Accenture Song
InShared was an exciting client to work for as they were at the beginning of their social media marketing journey. I started with an audit of their social media channels of campaigns. From this came forward a training session in which I outlined the necessary steps for maturing the account’s marketing strategy.
The main goal of this strategy session was to identify chances for improving their current social media marketing channels. Essentially, to make sure that these channels are completely owned. For Facebook and Instagram this meant for example re-evaluating the campaign structures, making sure campaigns had enough volume to perform well, and creating more variation in ad types and creatives for the algorithm to do its job. We touched upon additional features that have proven to be successful for other businesses in the financial services industry, such as using a chatbot instead of a traditional landing page. For Pinterest, owning the channel meant developing an organic content strategy, exploiting additional targeting methods, and taking inspiration from Pinterest Trends reports in order to improve engagement. In the last part of the session I addressed additional marketing channels that could be added to the media mix in a later stadium of the roadmap, such as TikTok, Snapchat and Twitter.
In sum, my most important contribution to this account during my time at Accenture Song was to re-structure the campaigns with automated ads. I did this in one tool, Smartly.io, for Facebook, Instagram, and Pinterest together. Setting up automated ads allowed me, and other members on the team, to quickly create, update, and distribute ads from a simple Google Spreadsheet to all of our desired social media platforms. This made it very easy to scale ads and to test ad creative and copy in a structured way. As a result, managing all the different campaigns became much more organised, which would save the team valuable time. Instead, this time could be invested in designing new creative experiments with Smartly templates. This would return important data about the incentives and concerns the audience has when it comes to choosing an insurance company, and these insights are valuable for continuously optimising the campaigns.
Social Eagle 