Meta Social Ads

Role: Art direction, UI, Motion, Videography

Program: Figma, After Effects

Duration: 2 months 2022

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OVERVIEW

Our team launched a pilot for Accelerate audience, testing new Reels ads creative for Accelerate Facebook Ads. The three-pronged AB test helps us understand which combination of creative drives more results for the Accelerate audience. We tested various combinations of new carousel, video and reels ads on FB and IG to understand the best combination to drive Accelerate audiences to sign up for a call with a Meta Marketing Pro.

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IMPACT

Drove 6X more engagement compare to static ads*

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CHALLENGE

This is our team's first time creating GTM ads for Instagram Reel platform. I took the initiative on researching Reels best practices, functionality, features, and trends to form creative strategy and visual direction. I proposed the idea of featuring a real SMB instead of using stock photos. Because of the tight deadline and limited budget, we did not have resource to hire a production agency, therefore I took the opportunity to conduct the video shoot myself. See behind the scenes below.

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SMB COLLABORATION

I pitched the idea of collaborating with a real SMB, which we had never done before at that time. The idea got strongly supported by our team lead. I reached out to my friend Ricky Kwong, a small business owner of a local ceramic shop base in San Francisco, CA-Bowl Cut Ceramic‍

Before the shooting day, I planned a shot list and briefed in Ricky the overall direction with a storyboard. I shot all footages on iPhone 12 in Ricky's studio and was able to transfer the assets to our internal dropbox folder so the team lead and motion designer could provide live feedback during the shoot.

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LEARNINGS

Highlight

–We are lucky to have the SMB Ricky to help us on the upper funnel Reels ad. We shot the footages in his studio located in San Francisco. 
–The experience is fun and engaging. The outcome looks native and authentic to Reels users.
–We adopted Reels trend and edited few fun clips natively on Instagram app Reels

Future opportunity

–Dive deeper into exploring Reels built-in templates / layouts, effects and features.
–In action to basic reels, we'd love to explore more innovative tech ideas to bring into ads, that may help with audience engagement.
–Utilize the feature "use template" on the Reels app to benefit our SMB create their ads using the template we create.

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TEAM:

Design Lead / Linlin Yang
Motion Designer / Dayoung Hwang
Marketer / Erica Feld
SMB / Bowl Cut Ceramics and OiOi

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*For confidentiality reasons I have omitted and obfuscated confidential information in this case study.

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