Periodic reporting

After eight years working in social media, I’m no stranger to regular reporting. For example, in my most recent role at EvansHardy+Young, it was my responsibility to lead reporting efforts on a monthly, quarterly, and half-year basis. I provided both qualitative and quantitative findings on both paid and organic efforts, having led strategy on monthly budgets up to $25K.

Reporting started with downloading all available data across platforms like Facebook, Instagram, Twitter, and TikTok – including results from influencer activations. From there, I condensed findings to report against benchmark KPIs and identified insights from stand-out creative, sharing how those learnings would impact future strategy.

Format & messaging variants

Each of these ads was built to direct LinkedIn audiences – primarily innovators in the energy space and folks involved in corporate sustainability – to Arcadia’s Arc product page. It was challenging to summarize Arc’s diverse applications into concise, direct, memorable creative.

Circulating a white paper

This LinkedIn ad set is one example of an attempt to find the most impactful messaging angle. To produce this family of options, I identified the most powerful stats within a white paper written for folks working at EV companies. I supported our digital marketing team’s efforts to test and optimize content that maximized downloads.

Launch message, tailored to the platform

These two ads were run at the same time to help promote the launch of Haven Energy – but one was directed at homeowners on Nextdoor (left) while the other was directed at remote workers on LinkedIn (right).

The Nextdoor copy leans much more direct and informative, attempting to attract homeowners seeking relief from blackouts and energy savings. (Apparently, leads thought it was “very good.”) While the LinkedIn ad also targets homeowners experiencing outages, it speaks directly to WFH vets with punchy copy.