Get — Millennials who find personal finance management challenging.
Who — Lack know-how in saving and investing effectively.
To — Choose Twine for their saving and investment needs.
By — Fine-tuning Twine’s brand voice to optimize ad performance.
The digital ad series for Twine was conceived to test the influence of brand voice on user engagement and conversion. Recognizing the diversity of our audience, we experimented with a dual approach: comparing value propositions against savings goals and adjusting the brand voice from straightforward to humor-infused.
The strategy involved creating and testing different ad variations to see which resonated more with our target demographic. We focused on articulating the unique benefits of using Twine, as well as tapping into the aspirational goals of potential users. The aim was to find the sweet spot in messaging that catalyzed action.
I developed two sets of ad variations: one that highlighted Twine’s value propositions with clear, direct copy, and another that played with a touch of humor to connect with the audience on a more personal level. Each ad was designed to not only capture attention but also to compel viewers to consider how Twine could support their financial ambitions.
The campaign yielded an enlightening discovery—the value proposition ads with straightforward copy markedly outperformed the humorous versions. The data-driven insights gained from this project led to a 3.8% average click-through rate, offering a clear direction for future marketing endeavors.
This project exemplified the critical role of voice and messaging in digital advertising. It highlighted my ability to drive marketing strategy through A/B testing and to adapt brand voice for maximum user engagement and conversion.