Social Media Ad Campaign Planner

Portfolio Project: Social Media Ad Campaign for Brown’s Bedding and More

Project Overview

For this project, I developed a paid video ad campaign for Brown’s Bedding and More to promote their 20% off online discount and newly improved website features. The primary objective was to drive website traffic by addressing potential customers' concerns about finding the right bedding through a refined filtering system and a customer service chat feature. This campaign was strategically designed to engage, inform, and convert potential buyers by showcasing ease of use and product variety.

1. Defining the Campaign Objective

• Objective: Increase website visitors

• Reasoning: The primary goal is to get more users to explore the website and take advantage of the 20% off promotion, while also familiarizing themselves with the new website features. By highlighting these improvements, the campaign aims to reduce friction in the customer journey and encourage conversions.

2. Identifying the Target Audience

• Customer Needs & Goals:

  • Customers want a variety of options in bedding (colors, patterns, fabrics) to find their perfect match.

  • They seek a seamless online shopping experience with intuitive filters and customer support.

• Customer Barriers:

  • Worry about not finding the right bedding for their needs.

  • Uncertainty about how effective the filtering options are on the website.

• Demographics:

  • Age Group: 25-45

  • Interests: Home decor, interior design, online shopping, home improvement

  • Shopping Behavior: Likely to research before purchasing, values product variety and quality

3. Choosing the Social Media Platform

• Selected Platform: YouTube

• Reasoning:

  • Video ads on YouTube effectively demonstrate website features, making it easier to visually showcase how customers can browse and filter products.

  • YouTube is widely used by people researching home goods, making it a great platform for engaging home decor enthusiasts.

  • YouTube’s targeting capabilities allow the ad to reach users interested in home improvement and interior design.

4. Selecting the Ad Format

• Chosen Format: Video Ad (YouTube In-Stream Ad)

• Reasoning:

  • Video ads allow for storytelling, making it easier to showcase website improvements and the customer journey.

  • In-stream ads can include a clickable call-to-action (CTA) button that directs users straight to the website.

  • Demonstrating the filtering tool through a video builds confidence in the shopping experience.

5. Planning the Creatives

• Video Concept:

  • Scene 1: A family sitting in front of their laptop, looking overwhelmed by too many bedding options.

  • Scene 2: They discover Brown’s Bedding & More’s new filtering tool, allowing them to select patterns, colors, and fabrics effortlessly.

  • Scene 3: They use the live chat feature to get personalized recommendations from customer service.

  • Scene 4: A happy moment – they find their perfect bedding set and place an order.

  • Scene 5: The video ends with a clear call-to-action, reinforcing the 20% off promotion and encouraging viewers to shop online.

• Ad Messaging:

  • "Shopping for bedding just got easier!"

  • "Filter by color, pattern, and fabric to find your perfect match!"

  • "Need help? Live chat with our experts!"

  • "Enjoy 20% OFF your online purchase today!"

• Visual Elements:

  • High-quality footage of people browsing the website.

  • Close-up shots of bedding textures to highlight quality.

  • On-screen text reinforcing key features (e.g., "New Filter Options!").

  • Branded colors and logo to maintain consistency.

6. Crafting the Call to Action (CTA)

• Chosen CTA: Explore Bedding Selections—20% Off Online!

• Reasoning:

  • Clear, action-oriented, and time-sensitive.

  • Directly ties into the campaign goal (website traffic and conversions).

  • Encourages immediate action by emphasizing the discount incentive.

  • Includes "Explore", which suggests an easy browsing experience rather than immediate pressure to buy.

Challenges and Lessons Learned

• Ensuring the Video Was Engaging Yet Informative:

  • The biggest challenge was balancing entertainment with product education. I made sure the ad showed real customer pain points and solutions rather than just listing features.

  • Lesson Learned: Effective video ads tell a story rather than just promoting a product.

• Choosing the Right Platform:

  • Initially, I considered Facebook or Instagram, but YouTube’s video-first approach made it the best fit for showcasing website functionality.

  • Lesson Learned: Choosing a platform should depend on how the audience interacts with content—not just where they are active.

• Writing a Strong CTA:

  • The first draft of the CTA felt generic (“Shop Now”), so I refined it to be more descriptive and value-driven (“Explore Bedding Selections—20% Off Online!”).

  • Lesson Learned: A good CTA should create urgency while emphasizing ease and benefit.

Outcome and Reflection

This YouTube video ad campaign effectively highlights Brown’s Bedding and More’s improved website experience while offering an incentive (20% off) to drive website visits and conversions. By addressing customer pain points and providing a clear solution through engaging visuals, the ad builds confidence in the brand and encourages action.