QUICKBOOKS PERFORMANCE WORK - 2023
In October 2022 we kicked off a project to automate QuickBooks Performance Media for paid social and display. My team worked with the clients to develop a robust platform to streamline this work.
I recently did a deep dive into how to streamline this system even further with AI implementation and I believe I have a sound formula to make that a success in the near future. This concept can even be applied to AI asset creation (pulling from a set of pre-approved base assets to combine with tightly controlled targeting assets) that can get into the realm of true ad personalization.
INSIGHT / STRATEGY
QuickBooks is a company with a lot of stakeholders responsible for numerous products, and as such, we need a more efficient way for them o review and approve work. We also need to be able to make changes quickly as they’re needed. Automation allows our teams to do a lot more with fewer people and is much more cost effective over time. Clients review the work in a matrix making the process much more efficient and transparent. Moving to automation also grants the ability to scale up or scale down campaigns as needed and gives the clients more insight and control over their campaigns.
THE ASK
Automate QuickBooks Performance Marketing to facilitate quicker ad development, reduced production time and increased DCO abilities.
MY ROLE
Creative Lead (ACD) - I designed the master template system with our designer Sam (a very talented designer who has a great understanding of design systems), we presented concepts to the clients, made revisions and then passed the work over to our production team for automation setup. I continued to oversee the work as it was rolled out in phases.
RESULTS
A huge increase in efficiency, a big decrease in time to market and a sizeable uptick in CTR. We pushed the work further with smart DCO tactics and created a self contained component driven Figma content system that allowed us to get work in front of clients quickly and allowed us to work with them more collaboratively.
QUICKBOOKS US TIKTOK - 2023
If there’s one thing I love it’s creating effective work on a very small budget. We wanted to do a proof of concept based on the idea that we could create Content Creator style work that feels at home on TikTok quickly and on a shoestring budget.
INSIGHT / STRATEGY
You can’t just slap a performance ad up on TikTok and expect numbers. There’s a certain style, cadence and level of expectation from the audience. You need to speak their language and that’s what we did here. Building on a looping story / day in the life model that performs on the platform, we created a series of videos that felt native on TikTok but stayed true to QuickBooks’ voice.
THE ASK
We wanted to see what we could do for QuickBooks on TikTok with a small team and a tiny budget. This work was the proof of concept for this model.
MY ROLE
Creative Lead (ACD) - I led a small and nimble team consisting of Molly (writer), Sam (designer / videographer) and Cale (producer). We created the concept, the client immediately gave it their blessing and we pulled it all together in 2 weeks. Sam and I built the set ourselves, created all the props we needed and Cale brought in his lighting expertise. We hired a model, a voiceover talent and shot all 3 on the same day in CM’s office. Sam shot the videos, edited the videos and I oversaw the whole process.
RESULTS
The work performed 60% above benchmark which is amazing for performance media on the platform.