RETARGETING ADS
BEHIND THE SCENES
The goal
Drive app downloads by telling engaging stories that highlight app features
The players
Paid marketing
Creative (copy & design)
Product
The process
Kickoff meeting with paid marketing to discuss goals and identify audience needs and pain points
Brainstorm creative concepts, then refine independently
Share initial ideas with the paid marketing team for feedback
Align on concepts, then finalize in-app conversation snippets and develop fictional profiles
Collab with product design to pull the latest app screens
Handoff to the design team for final tweaks, then pass to animation
Get approval, add end cards, and ship it!
Storyboards
Creative concept video presentation
FINAL ADS
UCG-STYLE ADS
MESSAGING TEST
Our favorite influencer and comedian, Yasmine Hamady
The goals
Primary: Drive app downloads
Secondary: Identify messaging that resonates most with our target audience
The players
Paid marketing
Creative (copy)
Influencer marketing
The process
Kickoff meeting with paid marketing and influencer marketing
Identify 3 main messages to test
Write three unique scripts for our influencer to use as inspiration, then work together to develop a script that feels authentic to their voice
Record the content, review it, make any necessary adjustments, and finalize
Test it, baby!
Key message: Be the main character
Target: Funny girls and showmen
Most likely to… be on a reality show
Key message: This is the hot new app
Target: Trend setters / people who like being in the know
Most likely to… tell you “oh yeah, I’ve already been there”
Key message: Eavesdrop on people’s dates
Target: People who love love, gossip, and reality dating shows
Most likely to… know the latest tea about someone from high school