Proactiv
Partnered closely with Proactiv marketing and creative teams to drive creative strategy and production, working in lockstep with ADM media team.
In one year, we:
· Shifted away from primarily promo, image-driven performance. With persistent creative testing, we regularly landed category top performers across the board in promo, evergreen, subscription sale, and whitelisting—as well as across image, video, gif, and carousel formats.
· Reduced over-reliance on Proactiv's original skincare routine. Steadily unlocked sales with other routines, multi-routine ads, and ancillary products.
· Scaled Canada. Country-specific design, strategy, and insights drove steady improvement and record-breaking YOY performance in CA.
Partnered closely with Proactiv marketing and creative teams to drive creative strategy and production, working in lockstep with ADM media team.
In one year, we:
· Shifted away from primarily promo, image-driven performance. With persistent creative testing, we regularly landed category top performers across the board in promo, evergreen, subscription sale, and whitelisting—as well as across image, video, gif, and carousel formats.
· Reduced over-reliance on Proactiv's original skincare routine. Steadily unlocked sales with other routines, multi-routine ads, and ancillary products.
· Scaled Canada. Country-specific design, strategy, and insights drove steady improvement and record-breaking YOY performance in CA.
Selected Ads
You'll often see very clean, minimal ads in my portfolio. Not just a personal design preference!
As individual ads, they read immediately at a glance, and are highly mobile-optimized even on a dim screen or a chaotic viewing environment.
But perhaps more importantly: Single-concept ads are a hammer when it comes to gaining insights from performance data. Reducing variables helps reduce subjectivity and guessing in reporting. In aggregate, it's far easier to spot the content patterns that are resonating with your customers—not just the visual design.
As individual ads, they read immediately at a glance, and are highly mobile-optimized even on a dim screen or a chaotic viewing environment.
But perhaps more importantly: Single-concept ads are a hammer when it comes to gaining insights from performance data. Reducing variables helps reduce subjectivity and guessing in reporting. In aggregate, it's far easier to spot the content patterns that are resonating with your customers—not just the visual design.
When routines began to be impacted by the supply interruptions that affected so many D2c clients this year, we jumped in immediately to increase ancillary product advertising—which held the line on performance, and got us the early directional insights we needed on ancillary, knowing we could be in for a long wait.
Carousels took work and time.
If carousels aren't already working for your brand, it can take focused testing to learn what works best. But rather than abandoning an underperforming format, find the room to test into it and find what DOES work.
By year-end, we had multiple evergreen carousels as all-up top performers for the brand.
Identifying and supporting key holidays beyond evergreen sales and flash promos helped focus paid social support, ensuring a meaningfully higher ROI for our clients and putting creative production efforts where they would have the highest impact.
Going off data shared from Proactiv's internal brand research, Gift With Purchase testing was an ongoing initiative throughout the year.
Insights from this testing helped shape creative iteration, driving longer-term value subscription purchases for the brand.
Insights from this testing helped shape creative iteration, driving longer-term value subscription purchases for the brand.
