EAB Digital Ad Campaign
This year EAB launched a large scale, top of funnel, social media brand awareness campaign. This campaign showcases the message of who EAB is as a company, what the company is about and highlights different program blogs and deliverables to funnel. I worked alongside a Digital Strategist colleague to design, strategize and implement this campaign.
In total, I produced over 100 different ads to use throughout the next six months.
Picking a concept
An interesting aspect of this campaign is we used A/B testing to pick a design concept. I pitched multiple options, and myself, as well as key decision makers, were torn on a direction. We let data decide, and ran a three day A/B test to determine the overall design direction.
Aside from choosing a design direction, we worked to A/B test a variety of brand elements to gain data what viewers typically are attracted to in our brand. We tested everything, from color usage, text, button styling, photo usage, logo usage.
infographic ad process
In addition to the digital ads I produced company wide, I saw a huge gap in the way EAB promoted infographics both on social, and in our Daily Briefing email newsletter. I proposed the idea for infographic ad testing to our Social Media Strategist, and came up with a set of 30 ads. These ads AB tested different content, as well as showcased different aspects of the infographic and all had a clear call to action.