Performance campaign for tomboyx
To facilitate an impactful brand refresh at tomboyx, I lead a high-volume creative campaign across YouTube and Meta. The campaign’s goal was to test the efficacy of 9 distinct creative approaches. These 9 variants were run simultaneously and tested against each other, measuring how well they performed for awareness and conversion. Using this data, I retooled tomboyx’s performance creative pipeline to apply the learnings from the test.
Asset Matrix
Below is the framework I used to track the specs and messaging for each variant’s asset suite. Each variant received 26 assets: 16 video and 10 static images.
Mood Board
To ensure alignment with the board, leadership, and creative team, I created mood boards for the creative direction of each variant. This mood board is for variant 3.
Style Tiles
After directing and producing the editorial content, I developed style tiles for each variant to provide consistency across their asset suite.
Finished Assets
After completing the style tiles, I lead a team of designers in creating the 234 final assets for the performance campaign.
Below is an example of a Meta carousel for variant 3.
