Case Study Case Study
Case Study Case Study
Case Study
Will Interactive Social Ads Always Improve User Engagement? Yes.
Company
Datalot
YellowHammer
My Responsibilities
Creative Strategy
Design
Team Leadership
Data Analysis
Required Skills
Graphic Design
Motion Design
A/B Testing
Meta Ads
Creative Compliance
Insurance Knowledge
Context
After acquiring YellowHammer Media Group in 2018, Datalot began using legacy data to improve insurance marketing performance. In a meeting with top stakeholders, the Media team posed an interesting question.
The Question
Will Interactive Social Ads Always Improve User Engagement?
The Process
1- Isolate Legacy Data
Identify YellowHammer's top interactive concept.
Top Interactive Concept
In several high-performing ads like this one, YellowHammer encouraged users to tap on a fast-paced ad showing bracelets.
This dramatically improved overall performance through elevated quality scores.
2 - Design The Test
Will Interactive Social Ads Always Improve User Engagement?
A - Tap Your Age
Non-existent functionality
B - Tap To Visit Site
Existing functionality
Control
No interaction
Results
Test Performance (versus control)
Higher CTR
Shortened Learn Phase
Generated Engagement
Increased Roas
Improved Quality Score
Learnings
Meta users will react positively to interactive ads regardless of functionality (i.e. in all cases). Meta advertisements were able to move out of the learning phase faster than advertisements without interactive features. Increased engagement resulted in higher quality scores and increased page traffic.
Examples of additional tests
This theory was tested over the course of two years.
Case Study Case Study
Case Study Case Study
Case Study
Will Interactive Social Ads Always Improve User Engagement? Yes.
Company
Datalot
YellowHammer
My Responsibilities
Creative Strategy
Design
Team Leadership
Data Analysis
Required Skills
Graphic Design
Motion Design
A/B Testing
Meta Ads
Creative Compliance
Insurance Knowledge
Context
After acquiring YellowHammer Media Group in 2018, Datalot began using legacy data to improve insurance marketing performance. In a meeting with top stakeholders, the Media team posed an interesting question.
The Question
Will Interactive Social Ads Always Improve User Engagement?
The Process
1- Isolate Legacy Data
Identify YellowHammer's top interactive concept.
Top Interactive Concept
In several high-performing ads like this one, YellowHammer encouraged users to tap on a fast-paced ad showing bracelets.
This dramatically improved overall performance through elevated quality scores.
2 - Design The Test
Will Interactive Social Ads Always Improve User Engagement?
A - Tap Your Age
Non-existent functionality
B - Tap To Visit Site
Existing functionality
Control
No interaction
Results
Test Performance (versus control)
Higher CTR
Shortened Learn Phase
Generated Engagement
Increased Roas
Improved Quality Score
Learnings
Meta users will react positively to interactive ads regardless of functionality (i.e. in all cases). Meta advertisements were able to move out of the learning phase faster than advertisements without interactive features. Increased engagement resulted in higher quality scores and increased page traffic.
Ads I designed:
Each of these ads is intended for looping (playing forever) in Meta.