Customer Focused Ad Creative

Solar Energy World’s previous Facebook creative relied heavily on its brand tagline “Because Tomorrow Matters” — often focusing on saving the planet for future generations. Ads featured children playing in the sunlight, dinosaurs as fossil fuel, and smokestacks polluting the planet. When tasked with refreshing the creative, I leaned in on the issue directly affecting the customer — energy bills. With a shifted focus to cutting electric bills and getting solar panels installed with cost savings, we began to see increased qualified leads and sales attributed directly to the platform.