Digital performance marketing
Digital performance marketing. It’s a phrase that strikes fear into the hearts of creatives across the industry. But what is DPM work? And how do you make it feel more like fun and less like jargon?
It turns out, to answer these questions, I’d have to set off on a two-year journey through light blue gradients, dark blue gradients, celebrity-voiced talking pigeons, and ever so many TV trailers.
At the end of it all, I’m quite proud of the way we helped transform DIRECTV’s presence in the world.
Senior Art Direction: Olivia Kotlarek
CD: Phil Henson, Noelle Mayasich
Enter:
Two creatives ready to zhuzh some (not great) inherited social and display assets
The Results:
7 campaign looks over 2 years, 2,000+ assets made, and some very happy clients
Me and my art director transforming DIRECTV:
It took two years to make memes…
But we got there eventually
Over time, we created an uber efficient system for paid social that led to all the good business words: high KPIs, synergistic-CTA bells and whistles, work that was scalable to our needs, real-time optimization, A/B testing, the works.
AND it looked dang good doing it!
With a focus on conversions in DIRECTV’s mid- and low-funnel, we devised a well-oiled content engine infused with personality and product education.
Our messaging was intentionally hardworking, so our content (from TV networks, streamers, and AI) had to do a lot of the talking.
The result was a DIRECTV ecosystem that told customers exactly why they needed DIRECTV in their lives.
