✏️ How to set up a high-impact creative process on and off Facebook - with Danika Wilkinson, product marketer at Social Point 🧪

Danika Wilkinson is a product marketer at Social Point, where she is responsible for the overall, high level marketing strategy of one of their games. She strategises all aspects of game marketing, and guides UA specialists in performance analysis and optimisations.

In our conversation today, Danika goes deep into the specifics of their creative process - and outlines how their very different processes for Facebook and other channels have been dramatically effective. She walks us through not just how her team’s tests are structured, but also about how their testing process has changed their workflow dramatically for the better.

KEY HIGHLIGHTS

🔀 Why Danika and her team use a custom DSP for creative testing. .
🧮 The specific testing process on the DSP that results in reliable results. .
🏆 Purchasing set impressions for new creatives through sub-publishers yields clear IPM results for which creatives work—and which don’t.
🔬Mitigating risk by rolling out creatives starting from low to high risk partners.
💸 The key difference between low risk partners and high risk ones.
🕸️ Creatives that have good IPMs in testing are likely to work in like campaigns.
🎉 Creatives that perform well in MAI campaigns can do well in AEO and VO campaigns as well.
💡Ideas come from everywhere.
🤓Using hypotheses to shortlist and prioritise creative development.
🌿For Facebook, weed out the creatives with terrible IPM - and treat MAI tests as a screening for VO and AEO.
🌟 Remember, Facebook rewards quality.
⏳ You can extend the life of a winning campaign with variations. Up to a point.
🚀 How to give internal creative teams the space and energy to ideate about new concepts.
🔍 The ideal lens to look at creatives with is through your player persona.
🦋 Beauty in ads lies in the eyes of the user.
🃏 Why tacky ads work

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-set-up-a-high-impact-creative-process-on-and-off-facebook-with-danika-wilkinson-product-marketer-at-social-point/ 

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