Overview

Create a pool of static assets for LinkedIn Paid Ad Campaigns across four content categories: 1) Full platform messaging, 2) Specific workflow messaging (e.g., product or feature value propositions), 3) Social proof (e.g., customer quotes), and 4) Fun, quirky content.

The Challenge

The Growth team runs numerous Paid Ad campaigns, but due to the fast-paced industry and frequent feature releases, we often lack the time and resources to create campaign assets. Our goals were to: 1) Speed up asset delivery, 2) Test the effectiveness of these assets in ads, and 3) Build a reusable foundation of ad templates that could be iterated on, rather than creating new assets from scratch each time.

The Process

After brainstorming with the squad, I gathered all existing assets from the website, in-app messaging, slides, etc. I then explored ways to make these assets more visually appealing and engaging, particularly given that the features and overall messaging are often AI- and machine learning-heavy.

Deliverable

Following several design iterations, we began testing the assets on LinkedIn and monitored their performance. After 1-2 weeks, we found that assets featuring a green-ish gradient background had a higher conversion rate than others.

before you go… some of the other fun stuff we made