Digital Ads
At M.M.LaFleur, I was responsible for creating all paid marketing ad campaigns. I worked together with the E-commerce, Brand, and Performance Marketing teams to brainstorm ad concepts, and translated ad performance metrics into creative learnings.
One of my superpowers is understanding the larger picture behind a customer's journey from top to bottom of funnel, and how to optimize not just the creative, but also the messaging, landing page experience, product, etc., to best target customers where they are.
All Assets
DELIVERY
Social Platform Digital Advertising, Static & Animated Assets
SOFTWARE
Figma
Photoshop
After Effects
Photoshop
After Effects
ANIMATION
Audience: Prospecting, Retargeting
This ad was created around the idea of M.M.LaFleur being more than just clothes to wear to work, but rather clothes that can take you from day to night, work to play, and everything in between.
Audience: Prospecting, Retargeting, Retention
While video ads often outperformed static assets, we often did not have produced video assets available to use. As a workaround, I used several unretouched images from our photoshoot to make a video with a stop-motion-like effect.
Audience: Prospecting, Retargeting, Retention
The idea of "cost-per-wear" is used here to highlight M.M.LaFleur pieces' long-term value, especially when compared to a cheaper alternative.
Audience: Prospecting, Retargeting
This was a concept we wanted to test with a "problem-solution" approach with animation that would get viewers' attention from the beginning.
PRODUCT FEATURE
Audience: Prospecting, Retargeting, Retention
M.M.LaFleur is known for their innovative fabrics and comfortable-yet-polished workwear. A prime example, this shirt looks like a crisp poplin top while actually being made from a stretchy, knit poplin that feels just like a T-shirt. Simple and clean type treatment delivered a bold impact with the statement and visuals.
Audience: Retargeting, Retention
Jardigans are one of M.M.LaFleur's best-selling product groups, as layers that look crisp and polished like a jacket but stretch with the comfort of a cardigan. The graphic type is supported by the product image highlighting the stretch of the fabric and clean lines of the piece.
SALE
Audience: Prospecting, Retargeting, Retention
Graphic-based ads that didn't feature product imagery performed better with newer audiences and ensured the ad could run for a longer duration without fear of featured products selling out.
Audience: Retargeting, Retention
Visually impactful type treatment highlighting deeper discounts.
COLLECTION LAUNCH
Audience: Retention
New collection ads were only served to retention audiences to advertise new product, while prospecting/retargeting audiences were reserved for acquisition-focused messaging.
Audience: Retention
The concept behind this capsule collection was seven 'outfit formulas' to use to create mix-and-match looks. Much of the visual storytelling behind the collection featured these sketches by the Head Designer, Miyako Nakamura, so I suggested testing them in ads since they would feel very fresh and exciting to customers. This ad had the highest Click-Through Rate (CTR) of our Q1 campaigns.