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 personalization
Solution: 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
I created a component-based design system for a series of ad campaigns. This system allowed Samsung to inject dynamic creative elements—such as copy, imagery, and CTA's. The units were programmatically assemble in real-time 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.
