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.