PAID SOCIAL CREATIVE
Glossier
Glossier is a digitally native beauty brand known for its minimalist aesthetic and highly engaged Gen Z and Millennial audience. I owned paid social creative execution across Meta and TikTok, translating business objectives into performance-driven concepts while preserving Glossier’s brand equity.
My Approach
Balancing Glossier’s minimal, brand-led aesthetic with performance expectations required restraint. Rather than overloading compositions with multiple claims, I prioritized singular, benefit-led messaging supported by strong product visibility.
To drive conversion without compromising brand equity, I focused on:
• Anchoring each creative around one clear messaging hook
• Designing hierarchy to capture attention within the first 1–2 seconds
• Integrating value framing (price anchoring, scarcity, bundles) in a way that felt native to Glossier’s visual language
• Highlighting value propositions through benefit-copy and product-focused visuals
This system allowed creative testing at scale (24+ concepts a month) while maintaining consistency across campaigns.
Featured Concept: Price Slashthrough
This concept outperformed all other variations, driving 2x+ the account’s average ROAS, significantly lower CPMs, and scaling to approximately 15x the average spend.
The success stemmed from its immediacy and clarity. The price slashthrough anchored the composition, eliminating ambiguity around value and creating a strong visual focal point. The message was digestible at a glance, which is critical in the feed.
Because of its efficiency and scalability, this direction informed subsequent iterations and became a benchmark for future promotional creative.
What this informed
• Increased emphasis on value-forward compositions during promotional periods
• Clearer price anchoring across future bundles
• Simplified messaging hierarchy across testing variations
UGC Creative Adaptation
I repurposed creator content by editing clips down to 30 seconds or less to maximize engagement. I enhanced these assets with on-screen text overlays and branded CTA end cards to maintain Glossier’s aesthetic while optimizing for paid social performance. This approach balanced native authenticity with brand consistency and drove strong viewer retention.
