Brand: Instagram
Campaign: Stories & DM Performance Marketing
Role: Marketing Manager | Campaign Lead

In 2019, we made hundreds—and I mean hundreds—of ads to drive sustained, efficient, and scalable impact for Instagram’s priority products and initiatives. Additionally, for the first time, we used machine learning developed in-house to deliver the right message to the right audience more efficiently to drive higher product lifts. Our small cross-functional team with an even smaller budget built a model that successfully delivered best-in-class creative campaigns at a large scale that actually moved the bottom-of-funnel metrics.

Are formula included:

• Multiple unique creative campaigns

• Each campaign needs distinct assigned variables that are consistent across all campaign deliverables: Product Area, Specific Feature, Ad Purpose, and Ad Format.

The results were over 1,980 assets across 36 campaigns in 6 global markets. We saw lifts in both product usage: +0.54ppt (Goal: +0.50ppt) and sentiment: IG Helps Me Express Myself: +1.03pt (Goal: +1pt).