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Alexis Jourrou's Presentation Kit

The document outlines a strategic approach to performance media and creative content, emphasizing the importance of measurable results and effective storytelling. It details typical phases of advertising strategy, including reach, consideration, and purchase, while providing examples of successful campaigns. Key tips for optimizing creative content and formats are also included, highlighting the need for brand and performance alignment.

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luis
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31 views17 pages

Alexis Jourrou's Presentation Kit

The document outlines a strategic approach to performance media and creative content, emphasizing the importance of measurable results and effective storytelling. It details typical phases of advertising strategy, including reach, consideration, and purchase, while providing examples of successful campaigns. Key tips for optimizing creative content and formats are also included, highlighting the need for brand and performance alignment.

Uploaded by

luis
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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AGENDA

Questioning Definitions
How to be Strategic with Content
What Makes an Effective Creative
Takeaway Tips
Performance Media:

What do we Advertising that is directly attributed

mean by
to driving a results. It is tracked and on
key measurements such as clicks,
sales, app downloads or email sign-ups

performance & Creative Content:


creativity?
The copy, images, or videos in which
the brand or product is featured to tell
a story or drive an action

3
Media & Content Overload
PLATFORMS
● Facebook, Instagram, Pinterest, Twitter, TikTok, Snapchat, Linkedin, Klaviyo,
Shopify, Magento, Google Ads, Line, WeChat, Reddit

FORMATS
● Stories, Feed, Carousel, Collection, Dynamic, Polls, Reels, Interactive Add Ons,
Idea Pins, Video, Image, Lenses, Filters, Lead Gen, Live Stream, Live Shopping, AR,
VR

KPIS
● CPM, CPL, CPA, CPC, CPLPV, CTR, CPV, CPCV,

CREATIVES
● UGC, Pack-Shot, Lifestyle Shot, Influencer, Branded Content, Storytelling, Call To
Action, unboxing.

TARGETING
● Broad, niche, lookalikes, first party, second party, third party, retargeting
Typical Strategy:

Phase 1: Reach & Awareness


● Optimisation: Reach
● Targeting: Broad
● Creative: Brand style video

Phase 2: Consideration
● Optimisation: LPV, Add to Cart, Conversions
● Targeting: Broad + Retargeting Broad
● Creative: Lifestyle led video & stills, Carousel

Phase 3: Purchases Sales


● Optimisation: Purchase
● Targeting: Broad + Conversion Lookalikes
● Creative: Product focused video & stills, Carousel
Start with your goal,
and work b ackward s .
Creatives
&
Formats
Speed of the Feed

Which Ads Stand out the most to you?

What brands do you remember?

Why do certain brands stick out more?

9
The GQ x Clarks Example

The Goal:
Drive sales on the Clarks Website via the British GQ
FB/IG Pages and targeted audiences.

How:
Clarks shared their Pixel with GQ Ad Account for
the the GQ campaign to optimise towards
conversions.

Format Funnel Approach:


Awareness: Video view/Reach with Brand Ad

Traffic & Conversions: More product focused


carousel ad + retargeting video viewers

10
The GQ x Clarks Example

Makes sense?

11
Wired x Audi V1

• Long intro
• Slow scene change
• Small space
• No subs

12
Wired x Audi V2

• Start with action


• Full screen
• Captions

13
Ad Library

Gucci

14
Ad Library

Huel

15
Helpful Tools

16
Top Tips

- Consider how Brand & Performance can work together in your creative

- Include action in your first 2-3 seconds

- What winning tweaks can you make?

- Optimise to the right placements and formats, vertical

- Showcase the brand, product, and logo early for long term growth

- Product posts, benefits, features, can work but aim for stories which can

be used all through the funnel

- Highly produced storytelling vs homemade both work well. The story is

the most important.

- E: [email protected]
17

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