Paid Media - GetNinjas
GetNinjas is an online platform that connects customers with service providers in various areas such as renovations, domestic services, private lessons, technical assistance, among others. The company was founded in 2011 in Brazil and currently operates throughout the country.
My role at GetNinjas is focused on the creative strategy in Growth Marketing. Working to ensure the performance of paid media creatives, I developed request, approval, and results verification workflows that allowed me to have a more strategic role in the creation area.
The creatives were made for channels such as Google, Facebook, and Pinterest. Each request impacts different audiences, funnel stages, and objectives, which should be reflected in the creation.
Client:
GetNinjas
Services:
Growth Design
Brandformance
Perhaps the biggest challenge within a paid media creation area is building a layout that follows branding guidelines but takes into account the learnings acquired in each campaign’s performance.
I always tried to make each creative adhere to the brand, ensuring visual consistency and not compromising the brand’s integrity. However, looking at the results of each campaign, I was able to absorb visual knowledge that allowed me to create pieces increasingly aligned with the conversion objectives of the area.
A/B TESTING DYNAMICS
To find these learnings within performance campaigns, I proposed some A/B testing dynamics that assisted in visualizing the results.
When applying a test, it is important that there is only one variable for analysis, such as the color of a button, CTA text, or image used. If we have more than one variable, it will not be possible to attribute the difference in results to a specific element.
By crossing the results of the tests, we sought to understand what the ideal communication would be for each channel, as we also understand that the user experience on a particular media changes the moment of consumption.
Results
The inputs generated in the A/B testing dynamics in performance were used to build materials such as the Brandbook at the brand renewal moment. We were able to standardize existing communications on the most diverse paid media channels without compromising campaign results.
Recent Works
