Product Spotlight
Digital Marketing Campaign
In their ongoing commitment to evolution, Cielo prioritizes delivering innovative strategies to both customers and prospects.
Brand Strategy
Cielo's ongoing commitment to evolution underscores their prioritization of delivering innovative strategies to both customers and prospects. By broadening their product portfolio, they aim to offer enhanced flexibility and scalability, regardless of market dynamics. The primary goal of this initiative is to augment market awareness and drive lead generation for these expanded services across diverse channels, including Google Search, LinkedIn, and Google Display.
Audience
The campaign is targeted exclusively at the U.S. market, emphasizing Cielo's commitment to local talent acquisition. The target audience includes specific job titles identified in the Ideal Customer Profile (ICP). Suggestions for expanding targeting or incorporating retargeting audiences (such as individuals who visited the Digital Accelerator or Source + Engage pages) are encouraged. Additionally, considering competitor sites for broader reach is deemed beneficial.
Specialty (UX/UI)
Cielo's UX/UI design strategy focuses on creating an intuitive and engaging user experience that aligns with their innovative brand ethos. By incorporating user feedback and industry best practices, the design team ensures that each product and campaign element is optimized for usability and visual appeal.
Design Softwares
Cielo utilizes industry-leading design software to achieve their creative goals. This includes:
Adobe Creative Suite (Photoshop, Illustrator, AfterEffects)
Adobe XD
Marketo
Social Media Timeline:
Google Search
Finalize the long-term budget for the previous month’s spotlight campaign/ad group.
Determine the format for the upcoming month’s spotlight – whether to launch a new campaign, create a new ad group, etc.
Discuss potential keyword spaces to kickstart Ascedia’s research.
Google Display
Confirm which of the previous month’s spotlight creatives are being integrated into PRO/LL and remarketing campaigns.
Assess and remove any creatives in the PRO/LL and remarketing campaigns as necessary.
Decide on the format for the upcoming month’s spotlight – whether to initiate a new campaign, establish a new ad group, etc.
Delve into audience/targeting details and nuances relevant to the upcoming month’s spotlight.
Verify which of the previous month’s spotlight creatives are being integrated into Branding and Lead Gen campaigns.
Assess and remove any creatives in the Branding and Lead Gen campaigns as necessary.
Determine the campaign format for the upcoming month’s spotlight.
Project Specifications
LinkedIn Image
File Type: .jpg, .png, or .gif
File Size: 5 MB
Dimensions: 1200 x 628 pixels
Headline: 70 characters max
Introductory Text: 150 characters max
Description: 70 characters max (Note: Description does not appear in most instances)
Design Considerations: No logo or CTA needed
Paid Google Display Ads
File Type: .jpg, .png, or .gif
File Size: 150KB max
Dimensions: 728x90 • 300x250 • 336x280 • 300x600 • 320x100
Text: Keep short and catchy
Design Considerations: Ad copy, logo, and CTA are required. Images of people perform well with Google Display. CTAs typically perform better as buttons versus text.
Email Newsletter
3 Email Newsletter: Consulting, TA Optimizers, Cielo Source & Engage
File Type: 3 Adobe XD Layouts
Marketo Build with Row Naming
Competitor Analysis
Target Region
The campaign targeted the U.S. market exclusively, emphasizing Cielo's commitment to local talent acquisition.
Audience Targeting
The target audience included specific job titles identified in the Ideal Customer Profile (ICP). Suggestions for expanding targeting or incorporating retargeting audiences (such as individuals who visited the Digital Accelerator or Source + Engage pages) were encouraged. Additionally, considering competitor sites for broader reach was deemed beneficial.
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Highlights rapid matches, immediate hiring solutions, and job-seeker engagement.
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Emphasizes streamlined search capabilities and personalized recruitment assistance.
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Positions itself as an AI-powered platform for precise candidate discovery and recruitment support.
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Provides a comprehensive recruiting platform to enhance TA team efforts and streamline outbound recruiting processes.
Product Spotlight: Consulting
Proposed Timeline
Copy Drafting: July 5
Review and Collaboration: July 6
Copy to Design: July 7
Design – Initial Concept Review and Collaboration: July 12
Design First Complete Draft: July 14
Review and Collaboration: Through July 19 (This is when our Consulting email send is scheduled, so it may be a good time to incorporate Consulting here too.)
Design Second Draft: July 21
Approval: July 24
Output to Final Ads: July 25
Purpose:
The Product Spotlight Consulting campaign provided a platform for Cielo to showcase Consulting as a product feature and an asset to our existing campaign strategy. This strategy was designed to stand out in the talent acquisition market. It not only gave us a competitive advantage across the U.S. but also reinforced our "breath of fresh air" branding across multiple social media platforms.
Result:
As a result, we successfully brought a sense of brand ownership across our social media channels. The campaign promoted our product services, offering future prospects confidence and knowledge in their partnership with Cielo. This built trust and credibility with Cielo's key target audience, ensuring that our designs met industry standards. The campaign effectively highlighted our commitment to inclusivity, diversity, and high-quality design.
Email Design Process
Research:
When exploring design ideas for the Product Spotlight Consulting Campaign, it was evident that the initial designs would set the tone for the entire campaign. The target audiences were identified as clients within the talent acquisition industry. The approach was to create bold and vibrant digital advertisements, complemented by an engaging email newsletter. Based on research from our top competitors, we aimed to gain a competitive edge by showcasing inclusivity and diversity throughout the campaign. This approach divided the content into digestible information and produced a storytelling UX/UI experience for potential prospects.
Ideation:
Developing the foundation for the initial design proved challenging initially, as the designs needed to work cohesively with the other products in the digital spotlight campaign. Each advertisement and email had to be compatible with one another. As a result, I explored numerous iterations of the initial design, incorporating the use of icons and email best practices to assist users in reading through the initial copy. This iterative process ensured that the design elements were both aesthetically pleasing and functional.
Email Progression:
As the designs progressed, a series of layouts were showcased to key stakeholders to reflect progress points. Multiple meetings were held to review the email layouts, with a chosen draft presented for further elaboration. Once a decision was made, more detailed edits to both the design and the copy were provided to the design manager. Some designs evolved to work alongside the updated copy, allowing flexibility depending on the revisions needed. The continued use of human elements in the design was emphasized to help clients envision themselves in the campaign.
Prototyping:
During the prototyping phase, the designs were built into Market. Rows were labeled to assist the Marketing Operations (MOPS) team in the creation of the newsletter. This breathed life into the email newsletter, allowing it to be sent out for approval by the remainder of the Marketing team. This phase ensured that the final product was polished and ready for deployment.
Display Advertisements
Performance Highlights:
Google Search Performance: Achieved the highest monthly average click rates for Google Search, indicating strong user engagement with the consulting content in search results.
Google Display Performance: Attained the highest monthly average click rate for Google Display since the previous year's brand launch, signifying effective display ad engagement.
SEO Impact: Improved search engine ranking to achieve Page 1 results for the keyword 'talent acquisition consulting', demonstrating the effectiveness of the SEO strategy and new consulting landing pages in driving organic visibility and traffic.
A/B Testing and Engagement Metrics
To optimize the performance of our advertisements, we conducted A/B testing by creating two different copy designs, each featuring unique placement of the advertisements. This method allowed us to compare the effectiveness of each advertisement in real-time and gather valuable insights on engagement metrics.
Objective:
The primary goal was to identify which advertisement layout would generate higher engagement and better resonate with our target audience.
Key Metrics
Channel-Specific Insights:
LinkedIn Performance: Despite lower click-through rates compared to other channels, LinkedIn contributed to overall campaign reach and engagement, generating a portion of the total clicks and impressions.
Product Spotlight:
Digital Accelerators
Conclusion
Cielo's Product Spotlight Digital Marketing Campaign not only showcases strategic marketing initiatives but also exemplifies a holistic approach integrating design methodologies and UX design principles. Through meticulous planning and execution, Cielo demonstrates how design thinking and user-centricity can enhance brand visibility and drive lead generation in the digital landscape.
The campaign's success is rooted in a robust design process that incorporates user research, prototyping, and iterative testing. By applying design methodologies such as Agile and Lean UX, Cielo ensures that its digital assets are not only visually compelling but also highly functional and intuitive for end-users.
Moreover, the UX design case study steps undertaken by Cielo underscore a commitment to delivering exceptional user experiences across multiple touchpoints. From initial ideation to final implementation, Cielo prioritizes user feedback and usability testing, iterating on designs to optimize engagement and conversion rates.
In addition to design methodologies, the campaign's success is attributed to a deep understanding of user behaviors and preferences. By leveraging data-driven insights and conducting thorough user research, Cielo tailors its messaging and design elements to resonate with target audiences effectively.
Moving forward, Cielo's design portfolio will continue to evolve, incorporating emerging trends and best practices in UX design and digital marketing. With a focus on innovation and customer-centricity, Cielo remains committed to delivering seamless and engaging experiences that set the benchmark for excellence in talent acquisition and HR consulting.