Method
Paid social follows organic at ANCC. Each month closes with a review of the brand's organic numbers, and paid social begins once the review shows which posts work. The budget goes on those posts first, then on new creative made to the same direction.
Creative
Ad creative comes from the same shoot days as the brand's e-commerce, campaign and social content. The same image can run on a product page and in a paid social ad. The creative is tested and rotated as the numbers come in.
Formats
Ad creative is made as stills and short-form video, cut separately for each platform and placement it runs on. New variations are made to the brand's direction and tested against the ones already running.
Targeting and budget
Campaign strategy sets the audience segments, the objectives and the division of the budget between campaigns. Budgets follow what the monthly review shows is working, and they move between campaigns as the numbers come in.
Reporting
Paid performance is reported weekly. The monthly review then sets the next month's creative and budget beside the organic calendar.
One calendar
Paid social and email run in the same month as organic social and use the same shoot day. Every channel speaks in one tone, and the studio decides which image goes on which channel.
Capabilities
- Paid social advertising
- Paid social strategy
- Ad creative from brand shoots
- Targeting and segmentation
- Performance analysis
- Budget optimisation
- A/B testing
- Creative testing and rotation
- Weekly reporting
- Monthly review
- Paid and organic on one calendar
- Email marketing on the same shoot