Playful and personalized performance marketing.
Crafted in 2019-2021 as Senior Creative Manager at Hopper.
Hopper is a travel app for iOS and Android that helps travelers save money by booking flights, hotels, and rental cars at the right time. Hopper has helped over 60M travelers plan and book trips around the world.
II. The Challenge
How can Hopper stand out in a busy sea of social media ads? Can we deliver ads for hundreds of thousands of flight origin and destination combinations that still feel personalized and relevant? And how can we test ads in a structured way that allows us to continually build upon our learnings?
III. My Role
I worked in house as the Senior Creative Manager during these projects and led the creative strategy, design, editing, and animation. I collaborated with our Head of User Acquisition and Senior User Acquisition Managers on our media buying approach and overall growth and acquisition strategy.
IV. OUR SOLUTION
When analyzing our top-performing social ads, we found a commonality — ads that either really stood out in one's social feed or blended in as native content performed best. Anything that looked too much like a typical ad was usually met with mediocre performance.
As a result, we began to focus our performance creative around those two categories. Ads that stood out typically took the form of super minimalist designs, delaying a message's resolution, or breaking the plane of a social feed. Ads that blended in as native content often took the form of POV photos/videos, platform-specific overlay styles, memes, and UGC-style content. All the while, we made sure to keep a strong focus around each product's core messaging.
These creatives performed extremely well and allowed us to grow our user base quickly and cheaply.
As budgets increased, we began to focus on brand campaigns as well. Our performance creative findings have allowed us to incorporate relevant learnings into brand campaigns and spend efficiently at high budgets.