Brief: To create scroll-stopping, creative, and engaging ad taglines and primary copy to promote subscriptions to African Business magazine on Instagram, LinkedIn, X (formerly Twitter), and Facebook.
Creative Process: As with all my writing, I began by clearly defining:
a) What goal I was trying to achieve through my copy, i.e. increased subscriptions.
b) Who my intended audience was – individuals ranging from investment professionals, to undergraduate students, to those who like to challenge the status quo
c) How all these potential readers with their varied interests and motivations would benefit from a subscription.
I spent time jotting down quirky and engaging associations and wordplay for ads that would stand out in the content-saturated ecosystem of social media and encourage users to stop scrolling, and to take action.
I then worked alongside the art and graphic design department, who created the images and digital design, to bring the finished product to life.
Success: A 9.2% click-through rate from the ads to the subscriptions page, well over double the organisation’s benchmark of 4.5%. Of the +19% increase in digital and print subscriptions over the first 3 months of the campaign, 42% of these landed on the subscriptions’ page from one of my social media adverts.
My ads in situ on X (formerly Twitter), LinkedIn, Facebook, and Instagram:
My ads:
