Bing Ads had a problem: new advertisers signed up, but many never ran their first ad. We helped fix that by creating an onboarding program that delivered the right content at the right time, based on each advertiser’s experience and activity.

My Role: Creative Direction, Creative Strategy, Copy, Content Strategy, User Research, Test Development, Stakeholder Management, Presentation

What I did:

• Dug into the different types of advertisers—from SEM rookies to seasoned pros—and mapped out what each group needed.

• Partnered with the insights team to create three personas and a touch strategy around them.

• Wrote modular email “tiles” that could be mixed and matched, so every message felt relevant.

• Localized the content for global audiences.

How it went:

• Open rates climbed 24%.

• Click-to-open rates increased by 89%.

• Approach became a model for future Bing programs.