Bing Ads faced an issue where new advertisers left the platform before ever running an ad. To help advertisers find success, we launched an onboarding email program that used deep insights and some clever back-end magic to engage and drive action. By dynamically delivering relevant and meaningful content—based on each advertiser’s SEM experience and tracked activities—we made it easier for them to gain customers and value with Bing Ads.

My Role: Creative Direction, Creative Strategy, Copy, Content Strategy, User Research, Test Development, Stakeholder Management, Presentation

What I did:

• I started by defining the different audiences and digging into their mindsets, asking:

• Why did they sign up?

• What were the barriers to them being successful?

• What kind of support would they like to receive?

• I worked with our insights team to develop three personas and selected content relevant to each.

• I worked with the client and data team to devise a touch strategy.

• I wrote three unique sets of content tiles for each audience, ensuring they could work together in any configuration.

• I localized the content for multiple global audiences.

• I worked with designers to create a simple iconographic style.

How it went:

• Initial results showed a 24% increase in open rates.

• Click-to-open rates increased by 89%.

• The client was happy.