Rapid Ad Testing & Innovation

The Challenge

As a company, 2U was not producing ad creative fast enough. We needed a system that would allow for creative innovation as well as quick-fire creation, implementation, and testing. I was asked to devise a system that would make us fast and nimble while facilitating creative exploration.

The Solution

I partnered with the media team to identify an ongoing quarterly cadence for refreshing existing creative based on performance data. For each refresh, creative would optimize existing ads and create at least two additional new ads to test in market.

We also identified the highest priority programs and courses for full-week "Innovation Sprints," which allowed a writer and designer to focus their energy exclusively on producing as many new ads as possible in five days.

My role: creative director, workflow strategist