Mobile Digital Advertising for ShopMessage
ShopMessage is a SaaS-based product for e-commerce marketers to create more meaningful conversations and interactions with their customers on Facebook’s Messenger platform.
Creative Role
As the senior designer for this project, I led the full creative process including storyboarding concepts, After Effects editing, and creating static graphics to support the videos in Facebook's canvas catalog ad format.
Analytical Role
I am also responsible for managing all ad campaigns in Facebook's ads platform, analyzing performance metrics across multiple KPIs, and using trends to inform subsequent rounds of creative concepts in the design pipeline.
The top-performing educational video for brands and store owners that are still considering whether a chatbot is a good idea for their business.
Education
The challenge in advertising ShopMessage is first in educating the target market of brands and online merchants about new marketing capabilities that are available through Facebook's Messenger platform.
Key Benefits
Once the opportunity has been highlighted, the next step is showing new prospects how this tool can help them. I repurposed the content already being used on the landing page to create a seamless experience between engaging with the ad and arriving to the page.
Several iterations of video ads using real customer testimonials, in order from oldest to most recent.
Social Proof
I established brand credibility by leveraging ShopMessage reviews on the Shopify App store. The goal was to highlight how ShopMessage has led to orders of magnitude levels of growth, especially for high-profile clients that are already known in the space.
Iteration
As new videos are introduced into the campaign mix, I am monitoring key metrics such as post engagement, CTRs, and costs per conversion across the entire conversion funnel. Winning concepts are scaled out and iterated upon in future videos.
A canvas experience added to a high-performing video ad.
Canvas Ad Placements
My campaigns are set up to retarget leads with canvas ads, which offer faster in-app way to deliver the landing page experience to prospective customers. Content loads faster, reducing the friction to delivering your message to prospects. This placement sees much higher engagement than the same video without the canvas placement.
Below are carousel tiles from the canvas experience that highlight different product feature benefits and reasons why store owners might want to use ShopMessage.
