Bing needed help engaging new customers (small- to mid-sized business owners) who created an account but had yet to set up a campaign or enter a payment method. My task was to convince them to “push the button” and run a campaign.

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

What I did:

• First, we conducted research to understand the hurdles that kept this customer segment from advertising, which included:

  • They didn’t realize the benefits of a Bing Ads campaign.

  • They thought setting up a campaign was too difficult.

  • They had concerns about not being in control of the cost.

• I wireframed an email template that allowed us to quickly customize, test, and optimize emails.

• I wrote a series of interchangeable primary, secondary, and tertiary content blocks (or tiles).

• We used existing content and created new content to highlight the benefits and ease of running Bing Ads campaigns.

• I developed a testing strategy for content, subject line, and preheader performance.

How it went:

• Open rates and email engagement improved dramatically.

• Bing saw a significant uptick in campaign activation.

• The templated design and our easy-to-optimize content tile approach became the foundation for future programs.

• Quantitative results were not available.