Marketing campaign collection
Paid campaigns and store listings for four products, built as systems rather than one offs.
Paid Media
Collection
Role
Visual Designer
Timeline
Varied
team
Individual Contributor
platform
Google Display, YouTube, App Store, Google Play
The Real Problem
Campaign work multiplies. One idea has to become every Google display size, a YouTube bumper, a Reel, an App Store sequence for six device sizes, and sometimes all of that twice for a second brand or a second colour world. Done loosely, that is hundreds of near identical files that drift apart and ship with a cropped headline somewhere.
Allego needed one reassuring message about EV charging across ten or more paid formats plus a refreshed App Store listing. Airfryer Club needed a store listing that sells outcomes and a Google Ads campaign of four messages in two palettes. ZauberMix Club needed store assets for two sister brands on every Apple and Google device size, plus launch creative for a TV channel. night knight needed its Black Friday offer carried into a row of display banners.
The common problem was not the idea. It was keeping the idea intact across the matrix.
Finding the Fix
The answer was the same in every case: fix the grid before drawing a single asset.
One idea, one grid. Each campaign got one headline family, one type scale and one CTA placement. "Charge your car. Do your thing." for Allego. Four one line messages for Airfryer Club. A ten screen promise sequence for ZauberMix.
Design the hardest size first. The square post or the smallest banner sets the rules. If the idea survives there, it survives everywhere.
Store listings are ads. Screenshots were rewritten as promise sequences, each screen answering the next objection, so the ad and the listing it leads to look and sound like one product.
Templates with swappable layers. Brand, palette, expert, wordmark and headline sit on their own layers, so a second brand or a feature change is an afternoon, not a redesign.
Review as a matrix. Every size laid out on shared boards so the whole family is checked at once.
What Actually Happened
Allego went out with display, search, YouTube Shorts and bumpers, sponsored social and Reels, Apple Search Ads and a benefit led App Store sequence, all lifestyle first with the proof line under the headline.
Airfryer Club got a seven screen store listing in a direct second person voice, produced for every iPhone and iPad size, and a Google display set of four messages times two palettes across all standard sizes.
ZauberMix Club got a master store set for six device formats, a ZauberTopf variant produced from the same file with nothing structural moved, and TV launch creative in YouTube, web and newsletter crops.
night knight's Black Friday offer was carried into a row of wide banners that match the social set piece for piece.
Each has its own case study on this site.
What Changed
Across the four campaigns:
One idea running intact across every paid format each product needed
App Store and Play Store listings that sell outcomes in order instead of listing features
Size and format matrices the client teams can extend for the next campaign
Two brand and two palette variants produced from single files
Nothing shipped with a cropped headline or a logo in a safe zone
What I Had to Work With
Every format came with a spec, and every spec fought the composition.
Display sizes from a thin leaderboard to a half page, where a headline gets five words
App Store and Play Store screenshot dimensions and text limits that differ by device
German language copy with long compound words that break layouts built for English
Two brands from one file (ZauberMix and ZauberTopf), and two colour worlds from one campaign (Airfryer Club)
Non negotiable brand rules and trademark constraints
Video, newsletter and social safe zones cutting into the same TV creative
What I'd Do Differently
Motion first, every time. Moving banners, Reels and app preview videos are where these ideas come alive, and adapting them from statics at the end is the wrong way round.
Then, on the next round of each campaign:
App preview videos above the screenshots in every store listing
Country and season specific variants using the same frames
Feeding the winning ad messages back into the store copy once the media team has results
What I Learned
Build the matrix before the assets. Messages times palettes times sizes is manageable only if the grid is fixed first.
The smallest banner sets the rules. If it works in a leaderboard, it works everywhere.
Build for the second brand from the start. A template that swaps cleanly is worth more than a prettier one off.