Topo Designs Paid Ads
FW24 Studio ads
Following great results from the studio ad test in June 2024, the new goal was to expand and further blend product-forward ads with a brand approach.
My role
Project management, art direction, design, copywriting
Styling notes
Classic, retro outdoor magazine advertising
Highlight each product’s key selling point; for some it’s the features, others it’s the product concept
Copy must hit the right tone: tongue-in-cheek, thumb-stopping, relevant to outdoor culture
Team partners
Brand Marketing x Ecom x Product
Freelance copywriter
External ad agency (handoff)
Results
One month post launch, these ads were receiving a score of as high as 13.7 on return on ad spend (ROAS), 2.7% click thru rate (CTR), and a 70-90 convert score.
FW24 Evergreen ads
I developed this design system to produce product-forward ads highlighting bestsellers that could run for a full season. I first introduced this ad system in Fall ‘23, and in Fall ‘24, incorporated a new brand direction. After some experimenting, I worked with our ad agency to develop an A/B test to see how different creative resonated. I then provided a freelance designer with templates and copy for production.
My role
Project management, art direction, design, copywriting
Styling notes
Bring the successes of our previous creative into our current design language
Elevate product imagery shot for Ecom as a readily available and consistent resource
Incorporate retro outdoor design concepts
Team partners
Brand Marketing x Ecom
External ad agency (handoff)
SS24 Studio ads
A joint effort between Topo’s Brand and Ecom teams, we redeveloped our paid ad strategy in May 2024. The following results were a proof-of-concept for producing a series of studio ads for our upcoming Fall 2024 launches. Working with my team, I developed the design approach based off a new brand direction, and provided art direction and styling on set.
