Paid Social Media
For many years, Moen’s DTC business was an exclusive program supported almost solely by email marketing. With the expansion of this business, Moen identified an opportunity to reach consumers through social media. I collaborated with paid media specialists to create many series of assets, ranging from evergreen brand content to product promotions.
MY ROLE
Designer
AREAS OF FOCUS
Digital Design
CHALLENGE
Moen has a unique selling strategy that specifically segments the SKUs available to different audiences depending on how and where they shop. The products allocated to the DTC business aren’t always the most stylish or expensive, and often don’t receive the largest commercial rollout, meaning fewer images to work with. Social media, however, demands graphics that will stop users in their tracks. My challenge became how to do this month after month with the same set of products that had minimal and often dated imagery.
SOLUTION
After a few failed buys that featured images with a small sale banner slapped onto the corner, we knew we had to think bigger. If we didn’t have the content to tell these stories, we needed to be resourceful and find ways to add to what we did have. Throughout this process, I’ve created static, carousel and video assets for a variety of buys from evergreen content to promotions. I also crafted a series of paid assets for our Clearance product category and a coordinating reusable content library of email assets so our team could promote across channels. In merely three months, our ROAS increased from $1.76 to $23.12.
