Relaunch of Paid Social Ads in the Texan Market
Take a look at how my team and I relaunched and have successfully kept the relaunch of our social media assets for the Texan market.
Role Lead the UX writing strategy
Strategy synthesized user research and performance data to inform our creative direction
The Opportunity
When I joined this project, our goal was to relaunch paid social media ads for the Texas deregulated energy market to drive website traffic and conversions. After previous attempts saw limited success, our team identified a need to pivot our approach. My challenge was to lead the UX writing strategy, collaborating closely with design and analyst teams to generate, test, and iterate on high-performing ad content on a weekly cadence.
Synthesized user research and performance data
Designed full creative assets
Streamlined our production process
My role
As the lead UX Writer, I synthesized user research and performance data to inform our creative direction. My role extended beyond copywriting into systems design; by designing full creative assets and establishing a feedback loop with product designers, I streamlined our production process. This allowed the design team to maintain high quality while significantly increasing our output and capacity for other projects
Results
While specific performance metrics remain confidential, this project delivered notable improvements in user engagement and marketplace conversion. Beyond the quantitative impact, this initiative demonstrated the power of human-centric content strategy.
It allowed me to refine my design capabilities and showed that even iterative content improvements can fundamentally improve the customer journey.
Summary
This project reinforced that successful social media advertising begins with deep user empathy. By maintaining a human voice and rigorously testing small, data-informed content changes and design changes, I helped create more meaningful, personalized experiences for our audience.