One Page Overview of Marketing Creative Iteration Process

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  3. One Page Overview of Marketing Creative Iteration Process

   

 

 

 

1. Creative Sprint Accountability Chart

For each phase of the feedback loop—operations, analysis, ideation, and briefing—designate a Directly Responsible Individual (DRI) and enter their name in the DRI column. Ensure their tasks are set to repeat in your project management tool (like Asana or ClickUp) and link access to necessary training resources.

 

To understand roles better, utilize the Step, When, Who, and DRI views. Step maps out the process stages, When gives the timing for each role's involvement, Who outlines responsibilities in an ideal team, and the DRI view clarifies who’s accountable for what tasks on your team.

 

2. Organizing Creative Assets in Google Drive

Introduction:

Once a video ad is finalized from editing and production, it's important to organize where it is stored; we recommend using Google Drive. This section provides instructions on managing creative assets within your Google Drive system. For uploading ready-to-use creative assets for media buying, please follow these instructions:

 

  1. Create a main folder titled “Video Database.”

  2. Inside the Video Database, create subfolders named “Final Ad Creative.”

  3. Sort the ad creatives according to their campaign or concept.

  4. If an ad creative belongs to an existing campaign, it should be uploaded to the respective campaign folder. Follow the naming guidelines in the creative brief for the folder and the files.

  5. For new campaigns, establish a new campaign folder using the following naming format: 

 

YEAR_CampaignStrategy_CampaignSource_Name, where:

 

  • Year refers to the year the ad was finalized and uploaded to Google Drive.

  • Campaign Strategy This shorthand represents the content's primary theme or category. Upon identifying a successful campaign strategy, we often explore multiple variations of that concept.

  • Campaign Source indicates the origin of the content, such as existing footage (ExistingFootage), content produced by an agency (e.g., AgencyName), or an individual creator (Creator).

  • Name should be the name of the featured creator, if applicable, or a descriptive title for the video version, such as a script title.

 

Examples:

  • 2024_FireOut_BeainiBrandsAgency_JamesSmith

  • 2023_AllAbout_ExistingFootage_Concept1

  • 2022_BenefitStack3_Creator_MichaelHighes

3. Creative Asset File Naming Conventions

 

Introduction:

The Modular Creative Key will automatically suggest a naming format for each file, which you should familiarize yourself with by reviewing the guide and watching the instructional video. Ensuring file names adhere to the naming conventions set for folders in Google Drive is essential.

 

The file name should comprehensively convey all necessary details about the creative piece. For instance, if the asset is a creative test that modifies the pace of an existing asset, this should be included in the name. Similarly, if a male voiceover has been added or if new hooks are being tested, these details should be clearly indicated in the file name. The goal is to clearly understand the asset's content, its alignment with the creative brief, and the approach taken in its development.

Here's an example of the naming convention used in the Modular Creative Key.

 

  • [Product / Offer]_[Campaign]_[Hook]_[Content]_[Size]_[Format]

  • Hoodies_Matt Smith_Hook A-Fire Out_Concept1-Outdoors_9x16_VID

4. Modular Creative Key Spreadsheet

 

Introduction:

The Modular Creative Key Spreadsheet is essential for transferring creative assets to our media buyers for use in ad campaigns. It functions as a launchpad, organizing all ad units, versions, and campaigns and includes all necessary details for media buyers to deploy the ads effectively. 

Once creative assets are properly prepared and stored in Google Drive, with appropriate folders and naming conventions, this document facilitates the handoff to media buyers. This guide provides detailed instructions on accurately completing each spreadsheet column, ensuring consistency and clear communication.

 

Status:

  • This column shows where the creative work is currently.

  • Briefing: Someone, like a content creator, designer or video editor, is working on it.

  • Approved: The main person in charge gave it a thumbs-up.

  • Active: It's live and being used in ads. The ad buyer will update this.

  • Revision: This needs some fixes or changes.

  • Not Using: We've decided not to use this one.

 

Video # & Version (Optional):

  • It helps track video ideas and their changes or versions. A basic idea might be an "Outdoors Concept," with later versions adding new hooks or offers, for example, 

    • 1a: Outdoors Concept

    • 1b: Outdoors Concept - Hook A

    • 1c: Outdoors Concept - Hook B

    • 1d: Outdoors Concept - Hook B - Special Offer A

    • 1e: Outdoors Concept - Hook B - Special Offer B

  • Filling out this section is optional.

 

Product / Offer (Optional):

  • Name the product or special deal shown in the ad, like “Hoodies” or a “Memorial Day Sale”. Filling out this section is optional.

 

Campaign:

  • This column identifies the creator of the ad or its primary objective. While some teams might skip the "Product / Offer" column, they always use this one. Below are a few examples:

    • Agency Name: The company that crafted the ad.

    • Sale: The specific offer or sale highlighted.

    • Content Creator: The individual who created the ad content.

 

Headline (Optional):

  • This is the main text seen in the video or image. If there's a short text at the video's start, note it down here. Filling out this section is optional.

 

Hook:

  • The "Hook" column highlights the attention-catching element within the first 3 seconds of the creative concept. Simple labels like "Hook A" or "Hook B" help quickly identify and differentiate each hook's variation. Additionally, you can append a brief descriptor, like “Hook A - Fire Out”, to provide more context.

 

Content:

  • This column represents the main content title that follows the initial 3-second hook in the creative concept. It provides a clearer view of the overarching theme or strategy applied to the ad concept.

 

Format  (Optional):

  • Specifies the type of media.

    • VID: It's a video.

    • IMAGE: A static picture.

    • GIF: A looping animation.

 

Video Name:

  • This column auto-populates the video's title based on the previous columns you've filled out. Video editors should use this generated name for their files before uploading. Here’s an example:

    • [Video # & Version]_[Product]_[Campaign]_[Hook]_[Content]_[Size]_[Format]

    • 1a_Hoodies_Matt Smith_Hook A - Fire Out_Concept - Outdoors_9x16_VID

 

Download Link:

  • This is where video editors will place a link to the folder containing the creative pieces. There are options for two different asset sizes. If it's not helpful to have both, you can remove one and guide the editors to include a link to a folder with multiple asset sizes.

 

Creative Brief:

  • This column is meant to link the Creative Brief. The brief will have detailed instructions or specifications that the Content Creators, Copywriters, Editors, and Ad Buyers need to know, especially concerning the ad copy associated with the creative content.

5. Media Buyers Notified

After the campaign has been added to the Modular Creative Key and the status is marked as APPROVED, notify your media buyer(s) via Slack. When the ad goes live in the Ads Manager, the media buyer(s) update its status to ACTIVE in the Modular Creative Key.

6. Media Buying Creative Testing & Scaling

Select audiences for creative testing with high scalability and low Customer Acquisition Cost (CAC) from prior acquisition campaigns, ensuring the audience factor is validated as effective. The creative testing is structured into three straightforward phases:

  • Phase 1: Have two ads per ad set, which can be identical or unique, to isolate creative variables in an ABO (Adset Budget Optimization) campaign. 

    • Another option is to have 4-5 ads with the same concept in one adset.

  • Phase 2: Advance the top 3-6 ads from Phase 1 into campaigns with increased budgets using ABO (Adset Budget Optimization).

  • Phase 3: Advance the most successful ads from Phase 2 into existing high-budget scaling campaigns, integrating them with already winning ads. These campaigns might utilize CBO (Campaign Budget Optimization) or Advantage+ strategies.

We will continue to scale a creative asset as long as it is successful. If it starts to underperform, we will deactivate it.

7. Creative Sprint Analysis 

SOP - Metrics Analysis Guide - Descriptions & Formulas (2 min) provides straightforward explanations and calculations for video ad metrics and key performance indicators (KPIs). This guide helps educate team members, enabling them to conduct their analyses."

SOP - Video Ad Metric Decision-Making Framework & Benchmarking (5 min) offers a simple approach to assess video ad effectiveness. It uses an 'If this, then that' strategy to help optimize video metrics such as Thumb Stop Rate and Click-through Rate, along with insights on benchmarking creative assets to achieve the best performance.

SOP - Motion Setup & Workflow Checklist (2 min) provides a concise guide on crafting custom reports and tables within Motion, designed to show top-performing ads quickly. It details how to customize reports, choose metrics, and apply filters to spotlight ads that fulfill certain performance benchmarks.

8. Creative Ideation & Research

Introduction:

The insights gained from the Sprint Analysis guide the creation of new creative briefs and ads. We leverage this data to shape our direction, blending it with inspiration drawn from industry trends and customer research.

Creative Iterations & Ideation Question Prompts

 

Introduction:

The creative ideation and iteration prompts aim to spark the creative process by exploring the reasons behind an ad's success. Watch the video recording that provides a detailed overview of the process and questions.

Video Recording: Creative Iterations & Ideation Question Prompts (8 min)

Existing Ad Iterations

  • What is the hypothesis on why this ad works?

  • How is it working (Last Click ROAS/CAC & Video View Report)?

    • Thumb-Stop Ratio %

    • Hold Rate %

    • Click to Purchase %

  • How far can we stretch a working creative?

    • What are hook iterations?

    • What are content iterations? 

    • What are CTA iterations? 

 

New Ad Ideation

  • What are new ad ideations based on what’s working?

  • What are new ad ideas based on researched ad library opportunities?

  • Review the Ads Library Research Guide

 

Customer Psychology Perspective

  • What are new ad ideations based on our customer research?

  • Upload customer reviews to ChatGPC. 

  • Ask questions about your customer's pain points and desires.

 

Ad Library Research Guide

Introduction:

This guide provides a step-by-step approach and questions for researching ad libraries. While the primary focus is on the Meta Ads Library, the principles apply to other ad-spying tools. Watch the video recording for a thorough explanation of the guide.

 

Video Recording: Ad Library Research Guide (15 min)

 

Recommended Ad Spying Tools:

 

1. Tool Settings:

  • Selection: Launch the Meta Ad Library.

  • Geographic Filter: Choose your target country.

  • Click “Filters” → Set “Active Status” to “Active ads”

 

2. Search Selection:

  • Keyword Search: Input terms related to the product, category, industry, or brand.

  • Advertiser Search: Search for a specific advertiser using the tool.

 

4. Ad Believability:

  • Active Ad Volume: In the Meta Ad Library, look at the top left of an advertiser's account where it shows “~ # results” to gauge the number of active ads. A larger number indicates a significant investment in ads.

  • Ad Longevity: Find the ad's start date in the Meta Ad Library, displayed at the top left of the ad card as “Started running on...”. Older ads might indicate their effectiveness due to sustained run-time.

 

5. Creative Question Prompts

  • When you come across intriguing ads, ponder the following:

    • Hook Analysis: What captures attention within the first 3 seconds of the ad? How can we employ similar strategies to enhance our Thump-stop Ratio?

    • Content Consideration: What elements of the content are engaging? How can we incorporate them to retain Hold Rates better?

    • Concept Exploration: Are there standout concepts that inspire a new campaign direction?

    • CTA Review: How does the ad encourage action, and how can a similar approach increase our click-throughs?

    • Offer Check: Offer Check: What makes the offer irresistible? How can we optimize our offers for better conversions?

    • Landing Page Examination: Which design or content features stand out? How can this inform our landing page design?

 

6. Modularize Video Ads

  • Segmentation: Break the video down into its constituent parts. Consider how to employ this structure with your content.

  • Modular Video Components:

    • Hook: A captivating beginning to immediately engage viewers.

    • Demo: A real-time showcase of the product or service.

    • Problem: Highlight a relevant issue or need for the audience.

    • Feature: Detail the distinctive qualities of the product or service.

    • Benefit: Outline the advantages derived from the features.

    • Solution: Present a clear answer to users' potential challenges or needs.

    • CTA: A straightforward cue directing viewers to a particular action.

 

7. Prioritize Creative Concepts:

  • Safe Iterations: Reflect on historically effective ads. Identify consistently impactful elements and consider integrating them into new designs.

  • Experimental Iterations: Are new and exciting ideas or concepts resonating with you? Dive into these!

 

Concluding, after determining your creative priorities, formulate the creative briefs and distribute them to the relevant team members.

 

9. Creative Sprint Meeting

Meeting Preparation

The performance marketing team reviews the creative insights from the past 14 days at the Creative Sprint meeting every two weeks. This includes newly launched campaigns, the best-performing creative assets, significant ad account changes, and more.

 

The Sprint Analysis Google Slides is the presentation template to share key learnings from the ad account with the entire team. Review the Video Recording and Template for a thorough understanding of how to prepare for the meeting.

Meeting Agenda 

Creative Sprint Time-box Agenda

  • Meet and Greet (5 min)

  • Account Performance Review (10 min)

  • Creative Performance Review (15 min)

  • Creative Ideation Collaboration (30 min)

  • Action Items Review (5 min)

  • Collect Meeting Feedback (5 min)

  • Duration: 1h:10min

 

Matt Mochary inspired the steps outlined below for conducting effective and efficient meetings.

 

Assign a Meeting Owner: This role is crucial to avoid a lack of accountability and ensure that all necessary preparations and follow-ups are executed. The Meeting Owner is responsible for organizing and overseeing the meeting process from start to finish.

 

Define the Desired Outcome: Clearly articulate the purpose of the meeting. This should be communicated in advance, and at the meeting's conclusion, participants should confirm whether the objective was met.

 

Prepare Asynchronously: Encourage participants to complete as much work as possible before the meeting. This includes sharing updates, issues, and agenda items in writing, allowing for pre-meeting comments and discussions.

 

Enforce Preparation: The Meeting Owner must ensure that pre-meeting tasks are completed. This might involve teaching participants how to prepare through examples in initial meetings and offering support for those struggling with asynchronous work.

 

Time-box the Agenda: Allocate specific times for each agenda item, including personal updates to maintain team connection, discussion on issues, and feedback sessions. This helps to keep the meeting focused and efficient.

 

Drive to Actions: Decisions and discussions should lead to actionable items. Each action must be recorded with a Directly Responsible Individual (DRI) and a deadline to ensure accountability.

 

Use an Action Tracker: Record and track all action items in a dedicated tool (e.g., ClickUp, Asana, or a spreadsheet). This facilitates follow-up in future meetings and keeps everyone informed of progress.

 

Collect Feedback: At the end of each meeting, request written feedback from participants. This helps understand their perspective, improve future meetings, and promptly address any concerns.

10. Creative Briefing

Introduction:

This SOP provides a comprehensive guide on creating, naming, and organizing creative briefs for ad creative, ensuring a streamlined and efficient approach to the creative development process. Watch the video recording for an elaborated overview of the process, and read through our Creative Brief examples and template.

 

Creative Brief Naming Convention

Introduction:

To ensure that all creative briefs are named consistently, making them easily identifiable, searchable, and organized.

 

Format:

  • Use underscores "_" between each section for clarity.

  • Format: [MM/DD/YYYY]_[Hook]_[Concept]_[Note]

  • Example: 08/21/2023_Hooks D-F_Outdoors Content_Three “Hook C” Iterations

 

Date:

  • Start with the creative brief creation date

  • Format: MM/DD/YYYY

 

Hook:

  • The "Hook" column highlights the attention-catching element within the first 3 seconds of the creative concept. Simple labels like "Hook A" or "Hook B" help quickly identify and differentiate each hook's variation. Additionally, you can append a brief descriptor, like “Hook A - Fire Out,” to provide more context.

 

Concept:

  • This title represents the main content that follows the initial hook of the creative concept. It provides a clearer view of the overarching theme or strategy applied to the ad concept, for example, “Outdoors Mike Smith Concept.”

 

Note (Optional)

  • Include extra tags or details here to make referencing the brief easier.

Writing Creative Briefs & Assigning Ad Copy To Creative Assets

 

Introduction:

To ensure that all creative briefs are named consistently, making them easily identifiable, searchable, and organized.

 

Begin with the Template

Start each brief using the provided template:

  • Overview & Hypothesis

  • Examples

  • Outline

  • Primary Text

  • Headline

  • Redirect URL

  • Promo Code

 

Overview & Hypothesis:

  • Begin with a concise summary, referencing specific examples.

  • If a prior ad influences your brief, list its key performance metrics, i.e.: 

    • Thumb-Stop Ratio

    • Hold Rate

    • Link CTR

    • Purchases

    • Spend

  • Lay out your hypothesis or rationale for the direction of the new creative work based on past data or insights.

 

Examples:

  • Provide examples or references, if any, to help understand the context or to draw inspiration.

 

Outline:

  • Describe the main content or message that the creative work will convey.

  • Detail the specific storylines, narratives, or themes to be explored.

  • List each with its description if there are multiple hooks, concepts or angles.

 

Ad Primary Text & Ad Headline:

  • This section assists media buyers in selecting the appropriate copy for the creative asset. Utilize this section in the following ways:

    1. Provide a brief to your copywriter for creating the ad copy. Once crafted, the text should be inserted here.

    2. Directly paste your chosen ad copy for immediate reference.

    3. Specify a pre-existing ad copy source. For instance, if the top-performing copy is listed in the Modular Creative Key, mention the specific cell containing the desired copy, such as "C13 Primary Text" or "D15 Headline", enabling swift access for your media buyer.

 

Ad Redirect URL:

  • Provide the specific URL where the audience will be directed upon clicking the ad.

 

Promo Code:

  • If applicable, mention any promotional codes associated with the campaign.

 

Finalizing the Brief:

  • Review the brief for clarity, accuracy, and completeness.

  • Ensure all template sections are filled and redundant or repetitive information is avoided.

  • Double-check links and resources to ensure they function and are directed to the correct locations.

ChatGBT Creative Brief Prompts

  • You're writing a creative brief based on a Performance Marketing Team meeting.

  • Rewrite the following notes into a creative brief.

  • Keep the sections Overview, Hypothesis, Example, Outline and Notes

  • Keep it simple, short and efficient.

  • Call notes for the creative brief:

    • [paste call notes here]

  • Here’s a creative brief example: (optional)

    • [paste example brief here]

Sharing Creative Briefs

Return to the Modular Creative Key to link the Creative Brief and apply naming conventions for the creative assets. Share this link with editors, directing them to place creative asset file links in the correct column in the Modular Creative Key. Also, request the copywriter to include the ad copy links in either the Creative Brief or the Ad Copy tab.

11. Project Manage Production Pipeline

Introduction to Asana Ads Production Pipeline

Our creative process is streamlined through Asana's Ads Production Pipeline, enabling us to track the development of every ad from the initial idea to the final asset.

 

Pipeline Stages Explained

  • Backlog / New Request: This initial stage captures ad ideas and details for future action, encouraging immediate logging of insights, references, or spontaneous ideas.

  • Waiting / Info Needed: Ideas chosen for development move here to gather further details and a project brief, setting the stage for production.

  • Queue / Ready: Prepares the project for execution by setting up critical subtasks based on the selected project template.

  • In Progress: The active development phase where tasks are completed to bring the ad to life.

  • Review / Revise: Provides an opportunity for feedback and revisions to refine the creative assets.

  • Approve: The final review stage before deployment, ensuring the ad meets all criteria.

  • Deploy: Focuses on preparing and organizing the final ad for launch, including asset organization on Google Drive and detailing in the Creative Key.

  • Complete: Marks the successful completion and deployment of the project.

 

Key Actions Across Stages

  • Creating Asana Cards: Log ideas with detailed descriptions, adding examples and all necessary information. Streamline creating Asana Cards by developing project templates for different content ideas:

    • Creator Agency: Involves partnering with an agency for the project.

    • UGC/Creator: Involves direct collaboration with a content creator.

    • Shoot: Involves conducting a film shoot for the project.

    • Existing Footage: Involves using video assets available in our database.

  • Moving Through Stages: Transition projects through stages from concept to completion, ensuring each task is clearly defined, assigned, and completed on time.

  • Finalizing and Deploying Ads: Organize final assets according to a clear naming convention. 

  • Modular Creative Key: Add details to the Modular Creative Key, set the status as “Approved,” and send the media buyers a message in Slack to activate the creative asset officially.

Bonus Templates & Resources

Software

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