My time at Meta’s Creative Shop defined how I build creative and lead teams in the new media landscape.
Meta’s Creative Shop is the secret team(shhhh…) that partners with global brands and agencies to prove the impact of advertising on the platforms; Facebook, Instagram, Messenger, and Whatsapp. From 2017 to 2021 I helped build creative and ad products in the Meta ecosystem as budgets moved from TV buys to social platforms. I led a team of creatives and strategists that traveled around the world helping brands in the Tech and Telco Verticals. Think Google, Apple, HP, Intel, Microsoft, T-Mobile, Verizon, AT&T, etc. We also built the narrative for B2B advertising for the company, developed new message testing approaches(see below for Chatbooks), and set the best practices for performance creative on the platform.
Sometimes success looked like completely rethinking the brands approach and other times it meant helping make fast moving, hard working, social ready creative.
I’ve included some examples below:
What if your audience could help you build your creative brief?
PROBLEM: Chatbooks needed to build brand while increasing performance.
SOLUTION: The Toddler Guarantee, an idea developed using message testing on instagram to understand the audience and pivot product positioning.
IMPACT: Not only did we see lift in recall and awareness but an incredible 22.2% lift in conversion based on building a brand idea with proven audience insights. Chatbooks also developed new product based on the learnings that is now their top selling photo book.
Test & Learn is part of how I approach every project. Our goal with every piece of creative is to continue to push the brand forward while learning what’s working, At Meta we partnered with brands like Chatbooks in a new message testing structure where our target audience creates the brief with us. Sometime’s that leads to a big brand epiphany.
We built 5 message territories in an afternoon, including a control(saves time), and ran them in feed for 2 weeks with a small media investment.
The Kid-Friendly Direction gained the most signal in feed and we created a brief from these finding to create final assets and a new brand positioning for Chatbooks.
Then we wrote, shot, and built creative assets as a bigger campaign.
Outstanding results for the campaign creative and a new product launched. A truly great outcome where Product and Brand meet the user where they are.
Solving constant creative needs in a fast paced, competitive mobile world.
PROBLEM: T-Mobile moves fast and production can’t always keep up. They needed a way to get in feed as fast as possible.
SOLUTION: Heavily branded creative templates that allow for swapped lines and deals.
IMPACT: Reset how T-Mobile approached creative on social platforms when they were running primarily TV Spots. Shifted budget to social for lower funnel activations.
T-Mobile is the uncarrier and they need to react quickly to competitive in market. There’s no time for long production runs when you are the underdog. I established creative video templates of social-ready creative that is both performance and branding in one. These templates could be edited and shipped in a matter of hours when they needed to advertise a deal.
Thumb-stopping, flexible, feed-ready video formats for Game Pass from X-Box.
PROBLEM: Game Pass has constantly changing promotions and game releases but is lacking the social assets needed to launch.
SOLUTION: Branded short form video that has interchangeable elements for new offers.
IMPACT: Changed the way the X-Box creative and marketing teams think about creative on social with simple, but hardworking video ads.
I worked with the agency team on X-Box Game Pass to help them evolve creative to a mobile first world. They have constant incoming requests to advertise new game releases and deals. They needed a flexible creative direction to move fast.