Overview

During my time with the Shopify Creator Partnerships team, I led one of the most impactful paid media campaigns in 2023, known as the "Creator Cutdowns" campaign. This used an always-on strategy across multiple platforms including DV360, Google Ads, and Meta, featuring high-profile creatives from some of the world’s leading YouTubers like Mr Beast, Airrack, Collin & Samir, and others.

Roles and Responsibilities

As the lead of this campaign, I developed creative concepts, campaign optimizations for efficiency while also managing spend and pacing with substantial budgets. I even took on the role of project manager, coordinating with multiple stakeholders across the growth and brand teams to maintain alignment and coherence in our efforts. 

Execution and Impact

The campaign was executed with an always-on approach, leveraging high-profile YouTuber content to engage audiences effectively. I carefully analyzed hundreds of audience interests, in-market segments, and experimented with various content durations. This approach included A/B testing to refine and perfect our strategy, ensuring optimal performance.

Results

The "Creator Cutdowns" campaign achieved remarkable success, significantly improving the Cost per Acquisition (CPA) by appriximately 50%. This substantial reduction in CPA led to increased customers for Shopify, resulting in a much higher return on ad spend (ROAS) compared to benchmarks.

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