Dynamic Product Ads Launch

Role: Marketing Manager at Celtra

Responsibilities: Content strategy, copywriting, music curation 

About: In early 2022, Product Marketing and company leadership came to the Marketing team asking us to help develop the external marketing strategy for a new product offering at Celtra called Creative Automation for Dynamic Product Ads. Creative Automation for Dynamic Product Ads is a Celtra product that allows companies to leverage their existing product catalog assets but dynamically change the design and apply branding and messaging to what would otherwise be a product on a plain white background.

Process: The Marketing team explored numerous strategies and conceptual angles, everything from paid social to a big, splashy video campaign. After going through that exercise, we pitched to Product Marketing and to the Celtra leadership team. While our more ambitious ideas were well-received, leadership felt that it wasn’t the right time or product offering to go as splashy. We landed on a more organic approach to marketing, leveraging our existing channels instead of spending a lot of money on more unproven channels.

Once we landed on a concept, I began a content strategy including organic social, owned blogs, and a Spotify playlist. After approval, I began working on design briefs for our Lead Designer.

At the same time, I began writing a blog series that would go live during the launch to support the sales team.

Collaborators: Product marketing, design, web developer