Yelp Onward was Yelp’s first large-scale, 360, brand anthem campaign since around 2016. A huge component of the campaign included multiple lower funnel campaign assets, driving consumers to download the Yelp app.
The team partnered with Giant Spoon to bring the full campaign to life, with the “baton” being passed to my team to continue the performance extension creative for a further six months.
In order to deliver enough assets to cover this period, while testing to learn and improve, myself and my CPM developed a performance assets matrix test and deliver system—which is still in use by our team today.
We assessed 100s of photography assets, all iterations of the OTT video content, and campaign branding to cut down and “performance-ify” top of funnel creative and make it work on Google Discovery, Facebook, Instagram, and programmatic.
