Case Study
The Morgan Stewart Effect.
The Morgan Stewart Effect.
The Morgan Stewart Effect.
Companies
YellowHammer Media Group
My Responsibilities
My Responsibilities
My Responsibilities
Design
Data Analysis
Context
When one of YellowHammer's client partners (Vita LA) began working with influencers to produce their campaign photography, they asked us to design performance-focused advertisements and dark posts that were profitable on social channels at scale.
YellowHammer began monitoring the individual effects of influencer content on Vita La's campaigns.
When one of YellowHammer's client partners (Vita LA) began working with influencers to produce their campaign photography, they asked us to design performance-focused advertisements and dark posts that were profitable on social channels at scale.
YellowHammer began monitoring the individual effects of influencer content on Vita La's campaigns.
My Brief
Design video creatives that demonstrate profitability.
Isolate pockets of creative success within the campaign's performance data.
Design video creatives that demonstrate profitability.
Isolate pockets of creative success within the campaign's performance data.
Required Skills
Influencer Content
Motion Design
Animated Typography
Meta Advertising
Performance Marketing
The Process
The Process
The Process
1 - Design Ads
1 - Design Ads
Using cross-campaign data and Vita La's style guidelines, our team was able to produce a variety of ads with different performance approaches.
Here are some video examples I created myself.
These videos were designed to loop (play again and again) within Meta.
Using cross-campaign data and Vita La's style guidelines, our team was able to produce a variety of ads with different performance approaches.
Here are some video examples I created myself.
These videos were designed to loop (play again and again) within Meta.
Material focused
Influencer style
Shape emphasis
Heavy Animation
Faceless close-up
Campaign focus
UGC style
Music
2- Isolate Pockets of Success
2- Isolate Pockets of Success
Separate top performing creatives from their respective campaigns.
In this case, creatives showing Morgan Stewart's Snake Skin collaboration with Vita La showed positive results earlier than other ads being tested.
Separate top performing creatives from their respective campaigns.
In this case, creatives showing Morgan Stewart's Snake Skin collaboration with Vita La showed positive results earlier than other ads being tested.
Morgan Stewart
Shape Emphasis
Morgan Stewart
Highlight
Morgan Stewart
Campaign Focused
Results
Results
Defining Success
Although a campaign's initial performance is not always an indicator of overall campaign health or success, we as a creative team can assume that positive initial performance indicates creative success because it resonated with consumers immediately.
Although a campaign's initial performance is not always an indicator of overall campaign health or success, we as a creative team can assume that positive initial performance indicates creative success because it resonated with consumers immediately.
The Morgan Stewart Effect
Even when comparing Vita La's data with similar influencer campaigns from other clients, Morgan Stewart creatives tended to generate learnings more quickly than other styles of creative being tested.
We noticed higher performance among ads containing visual cues that Morgan Stewart herself took part in the clothing design, i.e. the image choices, copy, and motion design conveyed her influence on the brand. Ads merely mentioning the influencer or the product for sale under-performed in comparison.
Even when comparing Vita La's data with similar influencer campaigns from other clients, Morgan Stewart creatives tended to generate learnings more quickly than other styles of creative being tested.
We noticed higher performance among ads containing visual cues that Morgan Stewart herself took part in the clothing design, i.e. the image choices, copy, and motion design conveyed her influence on the brand. Ads merely mentioning the influencer or the product for sale under-performed in comparison.
Learnings
Learnings
Generally speaking—while not all influencer campaigns are destined to perform at scale, advertisers can maximize their chances of resonating with users by designing ads that emphasize an influencer's influence on the product.
Generally speaking—while not all influencer campaigns are destined to perform at scale, advertisers can maximize their chances of resonating with users by designing ads that emphasize an influencer's influence on the product.