Paid Media
How do you tell a story in 3 seconds? I’ve had the privilege of strategizing, briefing, designing, and producing for dozens of high-growth service-based and physical product D2C brands.
Here’s the four-part strategy I’ve implemented with brands like Outschool, Mint & Lily, Wild Isles, and more across Meta, TikTok, and Google.
User, Competitor, & Market Research
I start by digging into audience psychographics and language, competitor and industry trends, as well as historical ad account analysis to build a creative testing roadmap.
Messaging Development
The best story arises at the intersection of your persona desires and your brand’s value props. We start by identifying what permutations should be prioritized, and then build a story based on a hook, core emotion, and desired outcome.
Formats, Visuals & Stopping the Scroll
Hypothesis-driven creative testing involves two things: trying various messaging angles within different formats to find the highest-converting combination.
I start every brand roadmap with a selection of industry-leading formats, and then transition into experiments that take bigger creative risks.
Data Analysis & Reporting
Success isn’t just about numbers—it’s about the story those numbers tell. On one side, business metrics like CTR, ROAS, and CPA provide a clear picture of performance. On the other, storytelling metrics like Hook Rate, Hold Rate, and Average Watch Time reveal how well the narrative resonates.
Balancing both is key to crafting campaigns that drive impact and deeply connect with audiences.