Reels Performance
Creative Strategy for social content that encourages action
As part of Meta’s Creative Shop team, the launch of Reels ads was a compelling challenge. My goal was to improve both advertiser and audience experience of Reels by defining creative considerations for performance. This project involved multiple hypotheses, prototypes, and intensive testing - ultimately informing Meta’s global creative guidance for advertisers.
Approach
Leading this strategic workstream in EMEA, I leveraged audience insights and direct response data to develop a framework for building Reels-first creative through the lens of performance objectives. Live-testing concepts with a diverse mix of brands, creators, and verticals uncovered proof-points that help advertisers reach new audiences and boost conversions with Reels.
Role
Creative strategy, creative direction, concept development, creator partnership, production oversight.
Results
Identified core audience motivations, defined impactful messaging and creative themes, and produced effective concepts. Developed bespoke test designs to measure both engagement and conversion events, leading to success stories for performance and brand awareness.
Cowboy
I collaborated with DTC e-bike brand, Cowboy, to develop concepts and produce Reels creative that would drive conversions for this high-consideration product.
Presenting Cowboy’s sophisticated design and innovative details in a relatable, human context connected the product benefits with audience motivations, resulting in increased direct response trial and purchases.
44%
Lower cost per conversion
1.8x
More conversions
24%
Higher reach with the same budget
PureGym
PureGym, the UK’s largest gym operator, wanted to connect with a younger audience and boost membership sales. I developed Reels-first concepts that leveraged real members and trainers, adding a layer of authenticity to the creative.
Fresh Reels content delivered on performance goals and increased engagement, with people spending twice as much time viewing the new Reels creative vs previous ads and decreasing cost per Thruplay by 81%.
“We proved that customising ad content to appear more native to the Reels placement can drive a significant increase in brand and performance metrics.”
PureGymPaid Social Manager
11%
Increase in membership signups
11%
Decrease in cost per purchase
5.6x
Increase in thruplays on Reels
Juvia
Premium loungewear brand JUVIA wanted to introduce their products to a new audience and increase online sales. I created Reels concepts that adopted an organic, lo-fi style, while maintaining the brand’s essence.
Showcasing the loungewear collection in relatable, everyday scenarios, the videos were shot using mobile production techniques to create an authentic, relevant aesthetic for the Reels environment.
“The goal was to reach our target group with authentic, up-to-date content. We saw a crucial uplift in relevant campaign KPIs.”
JUVIAHead of E-Commerce & Online Marketing
1.8x
Increase in sales
44%
Decrease in cost per conversion
“Tara has been instrumental in furthering our knowledge of how platform-native video connects with people and drives performance for advertisers.”
MetaGlobal Strategy Lead, Creative Intelligence
