Instagram Global

Stories & DM Performance Marketing

Several months into my Instagram tenure I was given
a seemingly impossible performance marketing brief:
How can we make best in class creative campaigns,
at a large scale, on an extremely limited budget,
that ACTUALLY perform well?

While most performance marketing campaigns have an extremely low bar, our ads would be seen by hundreds of millions of people on Instagram and had to be up to our already-high creative standards.

With a small, yet experienced, cross functional team of only 5 people from Creative (me), Brand, Product, Production,

& Media, along with four agency partners all around
the globe, we set out on a journey to figure out how
to pull this off.

Over the next few months (and an insane amount of trial
and error) we developed a creative system that out performed all of our metrics.

Though the program is on-going, in 9 months we created over 1700 unique ads, spanning 36 campaigns, and rolled out our system in 6 counties around the world.

Here is a TINY sample of my favorite campaigns and work: