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
Created a component-based design system for Samsung ad campaigns that allowed dynamic creative elements—such as messaging, imagery, and buttons—to be programmatically assembled based on user attributes and behavioral data, enabling personalized advertising experiences at scale.
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.
