17x Return on Ad Spend
For the launch of TYR’s new product line, my team at StitcherAds wanted to create an upper funnel awareness video that mixed branded video with new product names and images.
I collaborated on concept creation, edited video from archived content, and designed graphics and motion graphics to echo sports cast lower thirds.
Result
Normally a video running in the upper funnel would have a primary KPI of view-throughs, but this one garnered a 17x ROAS by connecting the brand story to exciting new items, creating a collapsed funnel experience.
Return on Ad Spend Lift
Competitors tend to use styled images instead of folded linen; I wanted to find a way to compete using existing creative.
While Art Directing at StitcherAds, I designed an AB test to compare different types of photography, worked with stakeholders to analyze the product feed, concocted smart logic that prioritizes lifestyle imagery instead of flat sheet imagery.
Result
The lifestyle PDP creative that I optimized drove the best efficiencies, the highest engagement, and yielded the best results in nearly every sales-focused metric. My hypothesis that lifestyle images would perform better was correct and we didn’t need to manually create new content.
Top Performer
Chico’s wanted to maximize our evergreen Dynamic Product Ads’ performance at StitcherAds. Our account team needed to determine if dynamic product ads with multiple images perform better than single image designs.
I directed Interactive Designers on best practices for multi-image designs and advised on branded seasonal colors and textures.
Result
Multi-image designs beat single image designs in AB test, and this ad routinely beat other creatives to bring in highest revenue at around a 4x ROAS. The branded experience that results from the addition of logo and texture and multiple angles drives conversions for this client.
Sales Lift
The StitcherAds team launched catalog sales on Tiktok for Macy’s, including the Dynamic Showcase Ad unit, which combines branded video and dynamic (personalized) products.
I edited video, developed custom After Effects expressions to match the source material, and placed dynamic data according to best practice. The results below also encompass collection ads edited by the client.
Result
Average Order Value Lift
We needed to maximize the sense of urgency to shop now for the biggest markdowns of the year at Clarks, our client at StitcherAds.
I directed designers on best practices for a countdown dynamic product overlay and client preferences for color and layout, and I collaborated with stakeholders to ensure delivery of alternate messaging on correct dates.
Result
Shepherding AI Creative Optimization Engines
While evaluating a potential AI partnership, my Kargo Commerce cross-functional team needed to design an AB structure that would expose designers to a potential new workflow and put AI creative recommendations to the test.
I worked with Customer Success to outline a scope, timeline, and initial creative concept to match Soma’s budget and business priority of selling new floorset items. My design team executed a hero image from my creative direction. I plugged in the creative to the AI recommendation program, setting audience and budget and paid social objective parameters.
I directed my design team to take the AI’s recommendation to move text, change model expression, and more for a conversions optimization while removing the human element, adding text contrast, and more for the traffic conversions optimization. The account team ran an AB test where each AI-exposed hero image ran against our base design.
We were surprised when the AI-exposed creative didn’t improve KPIs; we expected higher conversion rate, lower cost per action, higher click through rate, and lower cost per click. Even though the test failed, I helped the team take away some important points. Even if the first partnership test fails, we can explore options when see still a future potential for fruitful collaboration to provide value to our clients. I designed our next steps: repeat the test again after re-training the AI model on Soma’s historical performance with the partner’s recently updated algorithm.
