Ivey Publishing

Ivey Publishing needed a flexible paid social campaign to drive awareness and workshop registrations while identifying the most effective creative approach. The campaign required multiple visual directions and messaging variations that could capture attention quickly, communicate value clearly, and encourage action across different audience segments.

Approach
I led the creative development of three distinct ad concepts, exploring typography-led and lifestyle-focused visual approaches with varying levels of messaging hierarchy. Each creative style was paired with multiple CTA variations, creating a scalable testing framework that allowed the marketing team to evaluate which combinations of creative style and messaging resonated most effectively with prospective attendees.