Challenge
Growth Marketing needed paid social ads to drive sign-ups for Newsela Lite (Newsela's freemium product). The ads needed to promote Newsela's content as a reliable resource for Women's History Month lessons. The challenge here was providing brief yet clear context about the product while also tying it into Women's History Month. Simultaneously, each ad's narrative needed to flow well.
Solution
In collaboration with Marketing partners, we formatted the ads to have a hook come up first and then lead to Newsela as the answer and/or solution. This helped organize the flow of the ads' narratives. The ads were divided into 3 different series based on the hook—Question, Girl Power, and Past/Present Connection. In terms of visuals, brand graphics and colors were implemented. A pattern in the background helped create some depth and subtle animations created more movement and energy.
Question series
The Question series has an engaging question as the hook.
Girl Power series
The Girl Power series has stats or a motivational quote as the hook.
Past/Present Connection series
The Past/Present Connection series connects relevant and contemporary topics to women who have made history as the hook.
