PAID ADS FOR SPLASH - THE MATRIX
Before making anything, I needed to understand the space. I researched what was already working across DFS and D2C broadly not to copy but because the first round of testing shouldn't start from zero. Other brands had already paid to figure some of this out.
From there I built a testing structure: lock the copy, test the design. Find winning designs based on early tests, THEN open up the copy to variables. It keeps the inputs controlled and makes the results readable.
COMPOUNDING BENEFIT: This is the framework I bring into any new performance environment.
NOTE, ABOVE: Part of a larger collection of swipe and patterns in the same and adjacent spaces.
ABOVE: The matrix starts with a combination of approaches that blend brand guidelines, patterns found in the space as well as insight from strong performing organic content. Bonus tip: You can sometimes just put paid behind a strong organic post!
This created a foundation one builds upon and tweaks further, with data, used in later more specific campaigns. The point of this test is to get something started quickly. The quicker to market, the quicker the feedback and data.
