Andover Audio is an award-winning consumer audio brand known for its mid-century modern record players that come packed with 21st-century bells and whistles. They hired me to work on their brand strategy, art direction, and social ad campaigns.
I initially was brought on to the team to do a creative and technical audit of Andover's Facebook ad campaigns. After submitting a comprehensive report, I was hired to completely revamp their social advertising and prepare campaigns for several imminent product launches.
I split my energy across art direction, copywriting, audience targeting, analytics, budgeting, and reporting. I not only contributed to the success of new products, but also more than doubled their advertising revenue for their existing catalog.
When I first joined the team, Andover's advertising was widely targeted towards millennials with little differentiation.
I created new campaigns for each product and asked the staff for all available quantitative and qualitative data describing their ideal customer base. Then, I used this data alongside my own research to develop sets of 10-15 audiences for each product in the initial testing phase of the campaigns.
After running 2-week tests, I determined the winners based on conversions and pared down the campaigns to only the most successful audiences.
Working within a limited budget, I audited the existing creative (mostly still photography and a few videos) and selecting the assets with the most relevance to Andover's target audience.
At the same time, I collaborated with Andover's Director of Marketing to art direct new creative emphasizing the brand direction: elegant, sophisticated high-end audio that appeals to vinyl lovers, interior design enthusiasts, and audiophiles alike.
The existing copy on Andover's campaigns hadn't been properly tested and vetted, and it was generally not well-matched to the target audience.
Using a combination of my audience research and mind-mapping based on the products' key features and benefits, I co-wrote a set of appealing new options with Andover's Director of Marketing. After extensive testing and optimization, we selected the highest-performing options for permanent adoption.
On the back-end, I integrated existing web data from Andover's Shopify account with Facebook Ads data and Google Analytics. I also created a new, comprehensively organized UTM structure capturing data from all of Andover's digital campaigns.
Using this data, I optimized campaign budgets weekly, shifting ad spend to the places where it drove the most results.
I also produced a monthly campaign report for Andover's leadership team analyzing performance metrics, describing challenges, and making recommendations for future campaigns.
When iOS14 launched with the new privacy feature "App Tracking Transparency," it shook the digital advertising industry and resulted in fewer reported conversions on most advertisers' Facebook Ad campaigns. In order to keep Andover informed on the changes, I created a special report with best practices and strategies to address Apple's changes.
Andover Audio is an award-winning consumer audio brand known for its mid-century modern record players that come packed with 21st-century bells and whistles. They hired me to work on their brand strategy, art direction, and social ad campaigns.
I initially was brought on to the team to do a creative and technical audit of Andover's Facebook ad campaigns. After submitting a comprehensive report, I was hired to completely revamp their social advertising and prepare campaigns for several imminent product launches.
I split my energy across art direction, copywriting, audience targeting, analytics, budgeting, and reporting. I not only contributed to the success of new products, but also more than doubled their advertising revenue for their existing catalog.
When I first joined the team, Andover's advertising was widely targeted towards millennials with little differentiation.
I created new campaigns for each product and asked the staff for all available quantitative and qualitative data describing their ideal customer base. Then, I used this data alongside my own research to develop sets of 10-15 audiences for each product in the initial testing phase of the campaigns.
After running 2-week tests, I determined the winners based on conversions and pared down the campaigns to only the most successful audiences.
Working within a limited budget, I audited the existing creative (mostly still photography and a few videos) and selecting the assets with the most relevance to Andover's target audience.
At the same time, I collaborated with Andover's Director of Marketing to art direct new creative emphasizing the brand direction: elegant, sophisticated high-end audio that appeals to vinyl lovers, interior design enthusiasts, and audiophiles alike.
The existing copy on Andover's campaigns hadn't been properly tested and vetted, and it was generally not well-matched to the target audience.
Using a combination of my audience research and mind-mapping based on the products' key features and benefits, I co-wrote a set of appealing new options with Andover's Director of Marketing. After extensive testing and optimization, we selected the highest-performing options for permanent adoption.
On the back-end, I integrated existing web data from Andover's Shopify account with Facebook Ads data and Google Analytics. I also created a new, comprehensively organized UTM structure capturing data from all of Andover's digital campaigns.
Using this data, I optimized campaign budgets weekly, shifting ad spend to the places where it drove the most results.
I also produced a monthly campaign report for Andover's leadership team analyzing performance metrics, describing challenges, and making recommendations for future campaigns.
When iOS14 launched with the new privacy feature "App Tracking Transparency," it shook the digital advertising industry and resulted in fewer reported conversions on most advertisers' Facebook Ad campaigns. In order to keep Andover informed on the changes, I created a special report with best practices and strategies to address Apple's changes.