Art Direction for Advertising Campaigns

VP Growth: Meta just wants you to use their in-platform attribution.  CMO: [slacks the below summary and link to the Meta paper debunking that myth]  VP Growth: [5 min later] We need to change the way we measure asap. – Summary & Takeaways: - Meta's latest paper on measuring ad effectiveness Incrementality as north star. Incrementality = driving a purchase from someone who would not have already purchased - If ad dollar is not incremental, it's wasting money—paying for a transaction that would have already happened - To maximize incrementality, use more than simple attribution tools - Need statistical modeling (MMM) and incrementality experiments - Those 3 things (attribution + statistical modeling + incrementality experiments) are the ideal triumvirate of measurement tools to maximize actual revenue and profit growth from ads - Expect conflicting results. This is a consistent learning journey, not one-and-done where conflicts cause us to throw babies out with bathwater. Commitment to consistent testing where learning and calibrating are expected - Use marginal return as the guide—constantly measure how much more revenue you get or lose when adding or subtracting dollars from a strategy, tactic, or channel - For diminishing lower-funnel returns, adding broader reach (e.g., non-purchase conversion campaigns) drives more incremental purchases at higher marginal return ($1.50+ revenue per $1 spent vs. <$1.50) Actions: - Start using MMM and incrementality experiments. Bad setups (wrong geos, insufficient time/spend) can be damaging. This is a learning journey - Test incremental attribution—don't be surprised if ROAS is lower. Doesn't necessarily mean 'it doesn't work', could mean previous attribution inflated ROAS by claiming credit for transactions that would have happened anyway - Measure impact using marginal return. Pulse spend up/down to understand revenue response. Results evolve over time/season/stage - Over-invest in measurement tools—tiny % of ad budgets but dramatically reduces money you light on fire -- Full paper: https://lnkd.in/gXDejV-G

(Day 15) - How to measure LinkedIn ads performance (channel view). ↓ An important reminder for all LinkedIn Advertisers: → CTR is just a metric of how quickly your budget is spent → CPL is just a metric of how expensive your form fills are They offer no real insight into how your account is REALLY performing. For true LinkedIn Ads impact, you honestly have to look beyond CPL and very often, beyond Campaign Manager to see the metrics that matter. Metrics such as: → Lead:SQL rate → Cost-per-Opp → Branded Search → Self-reporting attribution → Marketing-sourced pipeline And once you get beyond 3-6 months in most B2B cases, you can start to get an idea of things like: → CAC → ROAS Ad platforms contain a lot of data points, the majority of which are completely meaningless if you're not moving the right metrics. - High CTR ≠ High lead volume - Low CPL ≠ Low cost-per-Opp - Large reach ≠ Big pipeline numbers - Dwell time ≠ Buying intent LinkedIn does not make tracking easy, and part of the challenge of LinkedIn Ads is finding the correlations that actually matter. Don't default to CTR and CPL as the source of truth, look to other sources of truth such as your web analyics/CRM/attribution tools. Most of your real answers will come from outside Campaign Manager. — We measure LinkedIn Ads effectiveness in two ways: 1. Direct-attribution through lead:CRM 2. Influenced-attribution through companies' engagement report matching and/or tools like Fibbler, Dreamdata, Factors.ai, HockeyStack (if budget allowing) The reporting we deliver to clients aims to be a blend of the two. -- Direct-attribution is straightforward and linear, LG form or UTM tracking on a lead that converts directly through LinkedIn. Progression of quality here is easy to track, Lead:MQL, Lead:SQL, Lead:Opp, CAC, LTV etc. It's nice and simple when your tracking is set up correctly, but very linear and ignores LinkedIn's impact beyond direct response. -- Influenced, on the other hand, is not straightforward or linear but WAY more impactful. We generally have a blend of tools/features in place to figure that out: 1. CAPI: to understand ad-level conversions and deal stage impact 2. 3rd party tools: to match impression and engagement coverage to deals 3. Self-reported Attribution (SRA) When we combine the three, we can see: → Which ads are playing a part in generating leads elsewhere → Which campaigns (or audiences) are contributing most to overall pipeline. LinkedIn has introduced incredible products in Thought leader Ads but made them painfully hard to track (You can edit to add a link, but even that is not perfect for tracking impact) However... Using CAPI combined with 3rd party platforms, we can get around these gaps and show how LinkedIn truly works. -- Want to make sure you don't miss any of the next 16? Follow me and/or join 1,190 LinkedIn Ads folks who will get it directly to their inbox → https://lnkd.in/dVxtm6JC #31LinkedInAdsLearnings

Most billboards shout. This one handed you a gift. Swiggy just launched Swiggy Giftables, and instead of explaining it with big words, they let people feel it. Look closely at the photo. A massive roll of gift wrapping paper floating above the stall. Below it, people actually receiving that same wrapping paper for free. No QR code hunt. No long copy. No forced brand lecture. The message lands in 3 seconds. “Wrapping paper? Right here. Right gift. Right on time.” This is sharp marketing for three reasons: First, the billboard is not decoration. It is a live product demo. You see it. You touch it. You take it home. Second, the free gift wrap is not a discount. It is a memory. People will not remember ₹50 off. They will remember the day Swiggy helped them gift better. Third, it fits Swiggy’s core promise perfectly. Urgency. Convenience. Thoughtfulness. Gifts, but without planning anxiety. This is how brands should launch features. Stop explaining. Start enabling. When marketing becomes useful, it stops feeling like marketing. That is how you earn attention without begging for it. What stood out to you here. The visual, the experience, or the simplicity. #marketingstrategy #brandactivation #experientialmarketing #outofhomemarketing #swiggy #giftables #customerexperience #brandstorytelling

5 key metrics I use to scale ad creative 1) Thumb Stop Ratio or hook-rate: This is a must to track. You won’t see it in Meta ads dashboard. Here’s the formula: 3-second video plays divided by impressions.  25% is the benchmark for Thumb stop ratio. 2) Video Plays: The number of people who watch your video. Helps in retargeting too. 3) Click-through-rate (CTR): It's used to gauge the effectiveness of an ad campaign generating clicks. For cold audiences or top of funnel ads look at 1% CTR (though this may vary from old to new ad accounts, targeting & industry) 4) Landing Page View%: The Landing Page View %, also known as the Landing Page Conversion Rate, is a metric that measures the percentage of visitors who land on a specific landing page and take the desired action on that page. The desired action could be: signing up for a newsletter, making a purchase, filling out a form, or any other goal set by the website or business. The formula to calculate the Landing Page View % is: Landing Page View % = (Number of visitors who took the desired action / Total number of visitors to the landing page) x 100 5) Return on ad Spend: Return on Ad Spend (ROAS) is a marketing metric used to measure the revenue generated from advertising campaigns. The formula to calculate Return on Ad Spend (ROAS) is: ROAS = Revenue from Ad Campaign / Cost of Ad Campaign In addition, we measure blended ROAS, MER and profitability. —------------------------------------------------------------------------------------------------------------- What are the key metrics you use to measure ad performance? Let me know in the comments below. —---------------------------------------------------------------------------------- I am Veena Gandhi 💓I help eCommerce brands scale profitably and consistently to $200K+ months through proven strategies and frameworks. 🤑 Scaled 200+ eCommerce stores 🚀I am on a mission to help Fashion, Beauty & Lifestyle DTC Brands Ship A 100 Million Life Changing Products By 2030 Click my name & follow + 🔔

Marketing isn't flat, it's embossed. The brands that stand out today don’t just tell a story. They carve it into the wall. While most designers are stuck thinking in screens, this Chinese mural artist reminds us that depth, texture, and emotion can and should be part of how we build experiences. Here’s what marketers can learn from embossed murals: 🔹 1. Texture builds memory Sensory depth (visual, emotional, tactile) makes things stick. Your audience shouldn’t just see your brand, they should feel it. 🔹 2. Form amplifies meaning Good campaigns combine bold aesthetics with narrative precision. The result: people don’t just scroll, they stop. 🔹 3. Platforms aren’t limits Whether you're on a billboard or a Reels video, the medium should serve the message, not restrict it. Think multi-sensory, multi-dimensional. 🔹 4. Interaction > admiration Great brands don’t want fans, they build communities that co-create and engage. Murals invite you in. So should your strategy. 🔹 5. Cultural identity drives uniqueness What makes your story different isn’t what you create, it’s where you come from. Real differentiation starts with authenticity. 💡 In branding, as in art, the most powerful messages aren't flat, they're sculpted from context, courage, and craft. Credits for the artist: Xiao Qi

A designer's survival guide to proving impact... Every design decision we make has ripple effects, but if we can't communicate that impact, we're leaving career opportunities on the table. Reality check! 💥 Most of us struggle to get any business metrics. We can't prove our design changed anything. Frustrating? Absolutely. Career-limiting? Not if you know how to pivot! Let's do a mindset shift: The impact isn't just about metrics. It comes in many forms. (𝘐 𝘬𝘯𝘰𝘸 𝘴𝘰𝘮𝘦 𝘰𝘧 𝘵𝘩𝘦𝘮 𝘤𝘢𝘯 𝘴𝘵𝘪𝘭𝘭 𝘣𝘦 𝘩𝘢𝘳𝘥 𝘵𝘰 𝘨𝘦𝘵, 𝘣𝘶𝘵 𝘪𝘵 𝘮𝘪𝘨𝘩𝘵 𝘣𝘦 𝘦𝘢𝘴𝘪𝘦𝘳 𝘵𝘩𝘢𝘯 𝘤𝘰𝘯𝘷𝘦𝘳𝘴𝘪𝘰𝘯 𝘰𝘳 𝘳𝘦𝘷𝘦𝘯𝘶𝘦) → User-centric indicators • Reduction in user errors • Time saved per user flow • Decreased learning curve • User satisfaction scores from testing → Client relationship wins • Positive feedback in client meetings • Extended contracts/repeat business • Client referrals • Stakeholder testimonials • Increased trust (shown through autonomous decision-making) → Team efficiency gains • Faster design iteration cycles • Reduced revision rounds • Improved developer handoff efficiency • Better cross-functional collaboration • Streamlined documentation process → Brand & market impact • Positive social media mentions • Industry recognition • Design awards • Competitor analysis advantages • Brand consistency improvements Impact isn't just about numbers - it's about telling a compelling story of transformation through design. Start collecting "micro-wins" in every project. The client team's excitement, developer feedback, user testing insights. These stories became more powerful than any conversion rate could be. Remember: Lack of metrics isn't a roadblock. It's an invitation to tell a richer story! P.S. How do you showcase impact without direct access to metrics? Share your strategies below!

Luxury is shifting from product storytelling → world-building. 5 recent activations that show how brands are reshaping how we experience them IRL: Moncler - Giant inflatable octopus at 10 Corso Comoy. The winterwear brand created spectacle through a surreal, oversized sea creature for Milan Design Week. → Expanding beyond category into culture, Moncler’s activation focused on art, fantasy and curiosity. Prada Beauty - Miami Design District pop-up They turned a blush launch into a full experiential playground. → Product becomes an entry point - inviting a younger Gen-Z audience into the world vs just selling to them. SK-II - Golden Art Gallery in China An immersive gallery rooted in Japanese wabi-sabi, turning skincare into a spatial experience. → Product becomes philosophy - elevating the skincare category by creating something you can physically move through, not just use. YSL Beauty - Omotesando “secret hotel” A fully immersive space designed like a hidden destination. → YSL turned retail into theatre with a set, storyline and space you can’t wait to explore! Givenchy - “Forbidden Station” train activation at The MixC Xiamen A physical journey where discovery happens carriage by carriage. → Narrative-led design, where browsing and the art of discovery feels cinematic vs promotional. We’re moving from: “Look at this product” → to “Step inside our world.” Brands are building deeper IRL worlds to create connection. And the patterns are clear: • Spectacle is back But it’s intentional and conceptual • Retail is becoming immersive It's a theatre designed to be explored • Products are just the starting point The value lies in the brand ecosystem • Physical space is the new interface Where brands become tangible and trusted When everything online starts to look the same… The only way to stand out is to create moments people can’t just scroll past. That’s why in-person experiences will continue to dominate this year. Immerse your audience and make them feel something - that’s how you craft unforgettable brands!

Sensory marketing ≠ just food campaigns. Controversial, right? For months, I’ve seen people talk about sensory marketing, but only mentioning food campaigns. Don’t get me wrong: food is a powerful, multi-sensory trigger. But if you reduce the entire concept to just food, you're missing the bigger picture. True sensory marketing taps into all our senses, creating emotion-driven experiences that bridge the physical and emotional. It’s the feeling of wrapping paper when you unbox an order. It’s the signature scent of a store you step into. It’s the Spotify playlist curated by your favorite clothing brand. It’s beyond powerful. So, I turned to my friend Violetta Melnychuk, who’s worked across industries with sensory experiences. I asked her to share some of the best executions she’s seen across different fields. Here’s what she said: 💬 V: We often talk about how brands go beyond selling products - they create worlds that people want to step into. Sensory marketing isn’t just a tool; it’s the secret ingredient that transforms a transaction into an experience, a product into a memory. Let’s explore how brands mastered the art of engaging the senses to build emotional connections with their customers: — Sight defines identity. Loewe’s campaigns look like art installations, while Aesop’s amber bottles and minimalist design exude sophistication. Six Senses builds entire environments that blend seamlessly with nature, making every moment feel intentional. — Smell triggers memory. Aesop is instantly recognizable by its botanical and earthy scents, just as Six Senses fills its spaces with essential oils to reinforce relaxation. Even Loewe’s flagship boutiques use signature scents to deepen brand recognition. — Sound sets the mood. From Loewe’s fashion show soundtracks to the soft hum of a Nespresso machine, brands use audio to enhance experience. Bang & Olufsen, of course, takes it to another level, making every note feel as the artist intended. — Touch connects body & mind. Six Senses’ tactile experiences go beyond interiors—think grounding barefoot walks, invigorating cold plunges, and deep-pressure massages that fully engage the senses. Bang & Olufsen’s brushed metal and leather finishes turn tech into a tactile pleasure, while Nespresso’s sleek machines and aluminum capsules elevate a simple act into an indulgence. — Taste completes the immersion. Nespresso crafts each capsule for a precise flavor experience, while Six Senses turns food into a sensory journey with farm-to-table dining that connects guests to local culture. In sensory marketing, the power of secondary senses plays a crucial role in shaping customer perception even before they engage with the core product. Brands strategically design a multi-sensory prelude to evoke anticipation, excitement, and a sense of security. ________ Which brands do you think are getting sensory marketing right? Let us know! #sensorymarketing #experientialmarketing #branding

As we wrap up the year, one thing is impossible to ignore... Experiential marketing didn’t just make a comeback, it won 2025. And GARNIER CLUB x Wicked For Good screening is a perfect example of why. This wasn’t your typical “beauty event.” It was immersive, clever, community-led, and honestly, a lesson in how brands can create moments people actually want to talk about. Wicked-themed drinks, snacks, merch everywhere, micellar waters in Glinda pink and Elphaba green, photo ops designed to be instantly shared… It felt fun, intentional, and built for the internet without feeling forced. Here’s what really stood out to me: 1. Culture hits harder when it feels shared: Blending nostalgia with beauty makes the experience instantly familiar. It taps into emotion, color psychology, and fandom, making the brand feel relevant, not opportunistic. 2. This wasn’t an event, it was a content ecosystem: Every detail was engineered for UGC. The kind of setup where attendees want to film, post, and tag because it’s genuinely fun. That’s reach you can’t buy, and impressions that outperform paid ads. 3. Community is the strategy now What I loved most: creators and community weren’t accessories, they were the core. When people feel part of the story, they advocate harder, share more, and stay longer. Community isn’t the “nice-to-have” anymore… it’s the growth engine. 4. And yes, the ROI is very real Experiential isn’t fluff. It moves numbers: • Branded search lift • UGC waves • Organic amplification • Warmer retargeting audiences • Stronger long-term affinity The future belongs to brands that don’t just show up on screens, but show up in real life. Because the campaigns people remember aren’t the ones they scroll past… they’re the ones they get to live. If 2025 taught us anything, it’s this: People are craving connection again. And the brands creating moments worth sharing are the ones winning attention and conversion. Garnier nailed the assignment. More of this, please. #ExperientialMarketing #BeautyMarketing #BrandActivation #CommunityMarketing #CreatorMarketing #UGCstrategy #MarketingTrends2025 #BrandExperience #InfluencerMarketing #DigitalMarketing #MarketingROI #RetailMarketing #EventMarketing #CultureMarketing #GenZMarketing #BeautyIndustry #SocialMediaStrategy #BrandStorytelling #MarketingInsights

Forget retail glass cabinets and fluorescent lights. This looks like a movie set for a lost ancient temple. This is the Sabari Gold & Diamonds store in Tiruppur, India. Parinamah Architects completely ignored the traditional retail playbook. Instead, they were inspired by Indian temple architecture to create that "quiet sanctum" feel. Weathered-steel doors echoing Tanjore temple gates. Sacred circular floor plans. Custom lighting crafted from traditional bronze cymbals. They only display 15 pieces of jewellery at a time. The space literally defines the ‘less is more’ tactic. Brands could rely on online shopping, but instead, they continue to elevate their in-person experience. Here's why retail must embody its brand ethos, and how the shift is happening; ▪️ Digital Saturation - Online shopping is expected to hit 35% of total retail by 2040. E-commerce has mastered convenience, so physical retail has to master connection. ▪️ The Trust Metric - 75% of customers judge a brand’s credibility and trustworthiness entirely based on its physical appearance. If your product is beautiful, your space must be too. ▪️ Experiential Boom - The experiential retail market is projected to skyrocket from $132 billion today to over $540 billion by 2035. ▪️ Tactile Experience - You can't feel the weight of a stone display table through a screen. Stores must offer tactile, emotional experiences that digital never can. ▪️ Community & Culture - Look at Apple’s 'town squares' or House of Vans’ indoor skateparks. The store is the theatre where the brand’s story is told. You might not be building a sacred sanctum in India, but keeping this shift in mind will help future-proof your brand’s physical spaces. Remember, in this digital world we're living in, transactions can happen anywhere, but memorable experiences can't. The right design elevates a store from a shop to a destination.