Creative Strategy
As a results-driven strategic Creative Director, setting clear objectives, goals, and KPIs is embedded in my creative development process.
I start by understanding nuanced business objectives, researching the competitive landscape, empathizing with the needs of the end-user, and seeking alignment with strategic marketing goals. Once it’s clear why we’re embarking on any creative initiative, we can tighten the brief and begin building a strategic creative campaign.
From A/B testing email subject lines, to multivariate testing across social media campaigns, having a sound creative strategy and clear KPIs makes it so much easier to test, learn, and pivot for optimal results.
In the above example, we were testing whether we could increase program engagement by targeting two active segments based on their style preferences. Persona A leaned more bohemian and casual, and Persona B tended to be more classic and polished. The email in the center represents a generic monthly newsletter that was sent to inactive guests.
To meet the needs of this test, we shot unique photography specifically for each segment in our in-house photo studio, and we crafted individualized copy that catered to each persona’s specific style interests.
It was an interesting multi-month exercise with surprising results!