Paid Social Creative
Date
2020-2026
Role
Design · Motion
Team
Paid Social, Acquisition
Overview
Paid social is a volume problem and a craft problem at the same time. Every placement is a different aspect ratio, every audience needs a different angle, and the whole thing refreshes before you've finished the last round.
Approach
Pinterest and Meta also need different creative for the same campaign. Pinterest is a search engine, so people arrive already looking for something and the work has to look like the answer. Meta is a feed, so the work has to stop someone who wasn't looking at all.
I designed the paid social for the 5% Cashback Bonus program and the Discover Cashback Debit card across both platforms. Two sub-brands, many formats, new creative every quarter.
Results
Let performance pick the next round. CTR told us which angles and treatments earned attention. The winners shaped the following quarter's concepts.
