Awesome Maps: BFCM creative direction and the mid-campaign pivot that worked
Performance Creative Strategist + UGC Creator·Increase BFCM sales·Q4 2024
Marta helped us with creative strategy, analyzing our meta ad account as well as ideating and executing creatives. She has a very structured approach, is very reliable and result oriented and really helped us to achieve what we set out to do.
— Simon S., Founder, Awesome Maps
The engagement
Awesome Maps is a DTC e-commerce brand specializing in unique travel products featuring their hand-drawn world maps. I first started working with them as a UGC creator in Q1 2024. Through consistent overdelivery and strategic input on their ad performance, I built a strong relationship with the team. By Q4, they brought me in as their Creative Strategist for Black Friday / Cyber Monday.
The challenge
A small DTC brand heading into BFCM needed fresh creative concepts and disciplined ad performance analysis — but the assumption that BFCM-specific creative would outperform evergreen turned out to be wrong mid-campaign.
Approach
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Refined the ad creative strategy based on past performance data
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Developed new ad concepts and iterated on top performers
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Wrote detailed briefs for video editors, designers, and UGC creators and oversaw production end-to-end
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Analyzed live performance and pivoted the strategy mid-flight — shifted spend from net-new BFCM concepts back into scaling evergreen content when the data showed evergreen was outperforming
The creative
