Role: Associate Manager, Growth Creative Strategy
Timeframe: Black Friday Cyber Monday (BFCM)
Challenge
In October 2024, I stepped into leading creative strategy for our highest-revenue period of the year. The primary challenge was developing and executing a comprehensive creative strategy that would drive subscription growth across multiple platforms while managing an unprecedented volume of creative production. This required balancing rapid scaling of creative output with maintaining strong performance metrics, all while establishing new processes and relationships with stakeholders across the organization.
Hypothesis
Through a detailed creative audit and analysis of historical performance data, I identified several key opportunities. Our data revealed that authentic influencer content aligned with specific creative themes had consistently strong conversion potential. While daily health messaging had historically been our top performer, emerging trends and audience analysis suggested untapped potential in pregnancy-focused themes. Additionally, platform-specific creative optimization presented an opportunity to improve performance across different stages of the customer journey.
The Approach
I developed and implemented a comprehensive creative testing framework to validate our hypotheses and optimize performance in real-time. This involved creating a streamlined briefing system that enabled us to scale production efficiently while maintaining quality. I led the creation of over 100 customized briefs, resulting in 4x more assets than the prior year's BFCM campaign. To capture additional market share, we launched specialized mid-funnel traffic-optimized campaigns while continuously adapting our creative strategy based on performance data. Throughout the campaign, I maintained daily creative performance reviews with our paid social team and coordinated closely with our brand team to ensure creative alignment while scaling.
Results
The campaign delivered exceptional results across all key metrics. We achieved an 87% increase in new subscriptions driven by Meta ads and influencer collaborations, demonstrating the effectiveness of our creative strategy and testing framework. Our mid-funnel campaigns proved particularly successful, achieving an 87% reduction in CPC. Following launch, our optimized sales strategies led to a 95% improvement in conversion rates. Perhaps most significantly, we maintained consistent creative quality and performance despite the 4x increase in production volume, establishing a scalable framework for future campaigns.
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