Designing for scale. Building for growth.
Samsung wanted to revitalize their digital ad experience with a series of highly targeted, ad campaigns that promoted engagement and were more personalized than tradition digital ads.
A productized suite of interactive and dynamic ad experiences that include dynamic, user-specific content and interchangeable elements. The first campaign of the series delivered a 256% increase in ad recall, and an 22% increase in CTR. Brand Awareness had a 37.5% lift among the a key demographic, respondents ages 25-34.
year
2018
industry
Advertising
Architecting performance ad campaigns
Samsung needed to evolve beyond static digital placements and create meaningful, data-driven engagement across paid media. I architected a productized framework for interactive ad campaigns, integrating personalization logic, interchangeable creative elements, and behavior-triggered messaging. Delivered measurable impact — 256% higher ad recall, 22% improved CTR, and a 37.5% lift in awareness within priority segments.
