• Sourced music and synced timeline to voice over
• Culled B-roll to find best clips
• Pieced together narrative with best parts of voice over and used B-roll to show literal examples in real-time

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Over the past three years, we successfully scaled ad spend by 300% while maintaining a 9x ROAS in a Meta Advantage+ campaign. By leveraging first-party data, product catalog retargeting, and a full-funnel strategy, we drove sustained revenue growth and improved audience engagement across both paid and organic channels.

Objectives

• Increase e-commerce ROAS and purchase volume while scaling spend.
• Diversify sales campaigns by implementing a Meta Catalog campaign to dynamically serve relevant products to potential customers at optimal conversion moments.
• Enhance first-party data tracking for more precise audience targeting and campaign optimization.

Strategy

Data & Tracking Optimization

• Audited event tracking and implemented Conversion API (CAPI) to improve first-party data accuracy and optimize conversion tracking.
• Clearly defined audience segment funnels in Advertiser Settings, ensuring more effective retargeting based on user behavior.
• Developed high-intent 1st-party audiences (Abandoned Carts, Initiate Checkout, Add to Cart) to improve targeting in Advantage+ campaigns.
  

Advantage+ & Catalog Implementation

• Created and launched a Meta Product Catalog, ensuring optimal structuring for campaign performance.
• Ran an Advantage+ campaign with a mix of product-category and all-product ads, allowing the algorithm to optimize towards top-performing creatives while preventing ad fatigue.
• Launched Advantage+ alongside traditional sales campaigns, segmenting catalog-based ads from static image ads for greater audience control.
• Drove retargeting within Advantage+ by dynamically engaging past customers and site visitors with relevant product ads.

Creative & Organic Expansion

• Developed and executed an organic strategy across Meta and LinkedIn to increase engagement and reinforce brand presence.
• Produced video content for ad campaigns to be used in a structured video funnel, driving more first-party users into the ecosystem.

Results

• 85% increase in AOV (Average Order Value)
• 150% increase in total sales
• 500% increase in ROAS in Q1 2022
• 9x ROAS sustained for 3 years
• $1.4MM in revenue driven solely from Advantage+ campaigns
• Scaled spend by 300% (2022-2025) while maintaining profitability
  

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1300x ROAS for 30th Walk for Life

Managed the social and digital strategy for Prisma Health Midlands Foundation’s signature fundraising events Walk for Life and Famously Hot Pink Half Marathon. Both events went virtual for the first time in 2020 creating a unique challenge.

• Redesigned walkforlifecolumbia.org to optimize user experience and implemented tracking to monitor digital engagement
• Increased online fundraising total by 6% YoY despite the first year of going virtual
• Developed creative and paid social strategy across Facebook and Instagram resulting in 1300% ROI
• Implemented Google Grants for the Foundation, accounting for $4200 in free revenue

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In an effort to remove arbitrary donation amounts, I developed a creative concept for our fundraising page that tied donation values to tangible items such as “TWO ISOLETTES for premature twins” which drastically boosted conversion rates.

The video was amplified through Google Ads, social media, and shares by news organizations and charities, while retargeted email and social media campaigns re-engaged past donors. This integrated approach helped the campaign reach its fundraising goal

The post $425k Ambulance Fundraising Campaign appeared first on northam.media.

Created a motion graphics promo based on images I shot at the previous year’s tournament. Video was used as main promotion for the golf tournament.

The post The Drive – Golf Tournament Promo Video appeared first on northam.media.