How We’re Iterating on Tentpole Campaigns & Structuring the Content Teams That Power Them

Marketing Operators

Today, we’re kicking things off by sharing how we’re structuring our content teams - from hiring in-house roles to building systems around freelancers - and how that supports creative that performs across both brand and paid.

Next we dive into how we’re iterating on some of the biggest campaigns we run at our brands: the sweepstakes. We talk through what’s changing this year, how we’re using influencer content in new ways, and how we’re optimizing campaigns across Meta, YouTube, and TV.

We also get into what we’re testing right now, from comment-to-enter flows to view content objectives and engagement-first creative, and how we use those signals to improve each round.

To wrap up, we look at a product page from Fellow as an example of strong direct response storytelling and share how we’re applying those same principles to our own landing pages.

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Chapters:

00:00 Introduction

03:58 Insights on AI in Creative Strategy

07:16 Behind the Scenes of Content Production

11:06 The Evolution of Internal Content Production

15:18 The Importance of Incrementality Testing

19:18 Planning for Sweepstakes and Major Changes

28:35 Execution Strategies for Sweepstakes Campaigns

38:28 Leveraging Influencer Content for Marketing Success

40:48 Innovative Ad Strategies and Content Creation

44:24 Expanding Marketing Channels and Engagement Metrics

47:31 Understanding Sweepstakes Performance and Audience Engagement

59:20 Cash vs. Experience: The Sweepstakes Dilemma

01:04:19 Building Anticipation for New Campaigns

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