Strategy for Iterating Assets

Here’s a look at the process I developed at IPSY to iterate assets on a weekly cadence. I developed this process based on the creative needs of our UA team and the available bandwidth of our creative team.

Year
2022-2023

Client
IPSY

As IPSY’s growth goals and budgets grew in the last few years, there was an increased demand for quicker testing and iterating. Until this point, the creative pod supporting growth followed the same timelines as the rest of the company which was about a 1-month turn-around time.

Based on these needs, I collaborated with my counterparts on the creative team to develop a custom process for the growth creative pod so we could produce the scale of creatives the growth team wanted. We determined that the creative team could support up to 4 video concepts per week, with a 1-week turnaround. I set up a recurring weekly process where growth and creative would align on the requests for the week.

Each week, I determined which assets to iterate based on the live performance data from our top channels. For example, if we had a top-performing creative that was beginning to fatigue over the prior week, I would iterate that ad. I worked collaboratively with the creative team to develop tests and build easy briefs the editors could quickly action on. We would have the new assets ready to test by the end of the week.

6 months after implementing this process, 20% of our total spend on TikTok and Meta was driven by these iterations. I continued to expand this program and we began testing social trends and creator content.

Other Work