Marketing Blitz Planning Call — 2026-04-05
Overview
Melissa Cusumano and Michal Bielerzewski (Asymmetric) met with Diana Henry (Didion) to align on a proposed "marketing blitz" across Google SEM and Meta. The call clarified plan details that had been ambiguous in prior written communications, confirmed creative asset sources, and identified open questions to be resolved with the paid media team.
Attendees:
- Diana Henry — Didion (dhenry@didioninc.com)
- Melissa Cusumano — Asymmetric
- Michal Bielerzewski — Asymmetric
Key Decisions
| Channel | Decision |
|---|---|
| Google SEM | Add AI Max to the existing SEM recruitment campaign (not a new standalone campaign); increase daily budget from ~$7 to $15/day |
| Meta | Launch a new campaign at $10/day ($300/mo) on top of the current $300/mo Meta spend; use copy rotation strategy with refreshed creative |
| Meta Creative — Photos | Diana will select additional photos from the current asset library; Melissa to send link to all current photo assets |
| Meta Creative — Video | Use short clips (10–15 seconds, vertical) sourced from existing brand videos: "Firework Matters" and "We Are Didion" |
| Keyword Negation | Confirmed Asymmetric already negates irrelevant search terms on a regular cadence (at least monthly); no change needed |
Action Items
Melissa (Asymmetric)
- [ ] Confirm current SEM daily budget with paid media team (believed to be ~$7, but unverified)
- [ ] Confirm Meta campaign structure with paid media team — new campaign vs. adding to existing
- [ ] Send Diana a link to all current Meta photo assets so she can review and select additions
Diana (Didion)
- [ ] Review current Meta photo assets (four currently in use) and select new images to add to the mix
- [ ] Formally approve use of clips from "Firework Matters" and "We Are Didion" videos for Meta ads
Plan Details
Google SEM — AI Max Integration
The existing SEM recruitment campaign is performing well (high CTR, low cost-per-click). The plan enhances it rather than replacing it:
- AI Max will be integrated as a sub-component of the existing campaign, not launched separately
- AI Max applies broad match and keyword list technology, and leverages data from existing display campaigns to identify and prioritize users already familiar with the Didion brand
- Daily budget increases from ~$7 → $15/day
- No creative assets required from Didion for this component; Asymmetric's paid media team can have it live within ~24 hours once confirmed
- AI Max applies to SEM only — display campaigns are not affected
Meta — New Campaign with Copy Rotation
A new Meta campaign will run alongside the current $300/mo spend:
- Budget: $10/day ($300/mo additional)
- Strategy: Copy rotation — multiple headline/copy variants tested simultaneously
- Photos: Supplement the four currently active images with new selections from Diana
- Video: 10–15 second vertical clips cut from "Firework Matters" and "We Are Didion" brand videos (both available on Didion's website); Diana approved using clips in principle pending final confirmation
- Campaign can be set up in ~30 minutes once final creative and copy are ready
Performance Context
Recent budget reallocations (moving funds from display to search) have already shifted results:
- Search: Impressions and clicks trending up
- Display: Performance down, consistent with reduced budget allocation
- Meta: Slight increase in activity, but results are inconsistent month-to-month — a creative refresh is the primary motivation for the new campaign
Meta CTR and click volume are noted to be sensitive to external factors (job-seeker demand, seasonality) rather than purely spend levels, which is why creative variety and copy rotation are prioritized over simply increasing budget.
Open Questions (as of call end)
- What is the exact current SEM daily budget? (~$7 assumed, needs confirmation)
- Is the new Meta campaign structured as a brand-new campaign or added to the existing one? (Assumed new; needs paid media team confirmation)
Related
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