Our partnership with TikTok is about helping brands engage authentically and build real relationships with their audiences. Social media is where ideas take off and trends are shaped, and we guide clients in becoming true social brands that create lasting impact. TikTok offers a unique space for trust and intimacy, and whether it's crafting a comprehensive campaign or leaning into culture with a 10-second trending video, we help our clients spark meaningful engagement and grow their brand in a way that feels true to who they are.

Headspace, a leading provider of digital resources for mental health and wellness, is on a mission to guide consumers to more joy, less stress and better sleep. But with no one-size-fits-all solution and countless use cases for Headspace’s offerings, it can be challenging to get the right resources and right messages to the right consumers at scale. Heading into their busiest season—the holidays—we turned to generative AI to power a new ad campaign designed to be as personalized as possible.

The process began with gaining a deeper understanding of the prospective consumers. Using Persona.Flow, we gathered consumer research insights about the seasonal stressors that impacted the target audience’s mental health during the holidays—a process completed in a matter of minutes rather than the days or weeks required by a traditional research program. This efficiency enabled us to get past the monolith of a single persona and dig into the nuances of multiple consumer profiles to springboard creative concepts that could be adapted for everyone.

We developed a modular ad concept that could pair seasonal emotional challenges with specific types of resources available from Headspace. Using Monks.Flow, our AI suite of tools, we combined ad elements—AI-generated backgrounds, product interface imagery and branded illustrations and iconography—to produce hundreds of assets at scale. For static and motion versions in multiple aspect ratios, production hours would have quickly racked up in a traditional design process. With AI-powered image generation and production, we had assets for 20 distinct use cases ready for approval quickly, and overall cut production time by two-thirds.

The ads were designed for Meta’s Advantage+ campaigns, the machine learning-powered product to deliver ads to the right users. By combining AI creative and ad delivery, we created a highly relevant experience for the users, leading to higher-quality site traffic. North American users who saw the AI-assisted holiday assets through Advantage+ converted to a signup at a 62% higher rate than Headspace’s other Advantage+ traffic.

Initially, the AI assets started out with a lower CTR than traditional ads while the learning phase was in progress. However, we improved performance by providing a larger round of AI-assisted creatives for the New Year—and the improvement was clear. With more data to work with, the algorithm could successfully narrow the CTR gap between the test and control campaigns. The AI-assisted campaigns became even more efficient, driving over 10% more conversions at a 13% better cost-per-signup compared to the control campaign.

With over 460 original ad assets designed from scratch for personalized testing, we helped Headspace work smarter, not harder, using generative AI. By combining multiple tools—from our proprietary Monks.Flow and Firefly generative technology from Adobe—with the expertise to steer the ad delivery algorithms by feeding campaigns the right asset fuel, Headspace is able to get even more people access to mental health resources, helping them lead more stress-free, joyful lives.

We enabled Forever 21 to deliver the right ads to the right audiences at the right time, through the combined power of Monks.Flow and Meta's Advantage+.

We all need someone to stand with us in our most difficult and formative moments—and that’s especially true for those in the LGBTQ+ community. An ally is someone who fights for us, lends us their voice and accepts us as we are. Sephora, one of the most important beauty player and beauty enabler in the world, aims to be such an ally by reminding people that the unlimited power of beauty is not only about appearance, and that everyone should be able to freely express their personality as they see fit. With the insight that every member of the LGBTQ+ community relies on a person close to them on their path to self-realization, we partnered with Sephora to launch “You Are My Pride,” a celebration of allyship.

“You Are My Pride” follows four members of the LGBTQ+ community and a key ally from their lives. We began with a series of 30-second films in which each couple expresses what allyship means to them and their anticipation of Roma Pride. The campaign continued on Pride Day, when we dug deeper into each couple’s story to find out who they are and what brought them to Pride, this time featuring a look by a Sephora-provided makeup artist. At the end of Pride, we finished with a long-form film that retraced the entire journey of each couple—an emotional culmination of their stories, their experiences and the incredible day they lived at Roma Pride.

In addition to the incredible stories of our campaign protagonists, we helped Sephora bring the fun of Roma Pride to people near and far. Throughout the day, we captured live coverage of the event while following our couples. In stores of each city where Pride events took place, Sephora activated makeup stations to help people prepare. We helped bring these spaces to life with key Pride visuals and branding. Ultimately, the campaign celebrated not only the community but also those who stand at its side, inspiring solidarity and inclusivity.

The paid social media landscape is continually changing between privacy updates, emerging social platforms, and new ways to effectively reach your target customer. Armed with experts across Lead Generation, eCommerce, Mobile Apps (and more!), our Paid Social team partners with clients to maximize, measure, and amplify growth.