Display Ads at Campaign Monitor
Retargeting Ad set: basic value focus
After a rebrand in the fall of 2018, our demand generation team was in need of new ads that would showcase the brand and put new assets into circulation.
The focus of this ad set was to:
Reinforce the brand.
Focus on simplicity.
Hone in on primary value of the product.
Prospecting Ad Set: Mailchimp focus
In the spring of 2019, Campaign Monitor competitor Mailchimp made some significant changes to their platform that caused a lot of commotion in their community. Campaign Monitor leadership at the time wanted to capitalize on this unrest and get people to switch by prospecting into their exhibited struggles.
We wrote this ad set in a few hours, as we rushed to publish ads that would ride the trending wave.
The challenge: Many disgruntled Mailchimp customers were still loyal to the brand. They saw other brands trying to take advantage of the situation as inhuman capitalists, so we needed to steer away from this perception.
We also could not mention Mailchimp by name.
In efforts to publish ads as quickly as possible, we launched these basic ads focused on letting Shopify users know that Campaign Monitor integrated with Shopify (a fact not commonly known in this community).
Prospecting ads: Emma for Restaurants
While a copywriter at CM Group, I also wrote for the Emma brand.
These ads came as we launched Emma HQ, a product focused on dispersed teams. Major targets included multi-location franchises, schools and restaurants.
The restaurant industry was largely untapped by Emma at the time. We found that very few in this audience had any brand recognition for Emma. These ads were created to make this audience aware of Emma’s presence in the market.