Didion Meta Copy Rotation Campaign

A new Meta campaign planned for Didion as part of a broader ^[1] marketing blitz. The campaign tests a copy rotation strategy with refreshed photo and video creative, running at $10/day ($300/mo) in addition to the existing Meta spend.

Overview

Didion's existing Meta campaigns showed inconsistent performance and signs of creative fatigue — slight month-over-month increases in spend but no meaningful improvement in click-through rates. The proposed solution is a new, separate Meta campaign layered on top of the current $300/mo spend, focused on rotating fresh copy variants and introducing video creative for the first time.

This is distinct from the parallel ^[2] initiative, which targets search intent on the Google side.

Campaign Parameters

Note: Melissa to confirm final campaign structure (new vs. existing) with the paid media team before launch.

Creative Strategy

Copy Rotation

The campaign will test multiple headline and copy variants simultaneously, allowing Meta's algorithm to surface the best-performing combinations. Diana Henry had previously provided additional copy options (including a "safety first" theme) that can be incorporated into the rotation.

Photo Assets

• Four photos are currently in use across existing Meta campaigns.
• Diana will review the full current asset library (Melissa to send link) and select additional images to supplement the existing set.
• Goal is to introduce fresh visuals to combat creative fatigue.

Video Creative

• Format: Short vertical video, 10–15 seconds
• Source material: Existing brand videos already published on the Didion website:
• "Firework Matters"
• "We Are Didion"
• Approach: Pull clips from these videos rather than producing new footage. Quick, to-the-point cuts with copy overlays if needed.
• Diana approved using clips from both videos.
• Fallback: If video editing proves impractical, an animated photo carousel with copy overlays is an alternative, though this is considered a lesser option.

Performance Context

The Meta refresh is driven by observed inconsistency in existing campaign results:

• Meta spend was recently increased (updated mid-February), but the full $300/mo budget had not been consistently spent prior to that.
• Even with increased spend, click-through rates have not meaningfully improved — suggesting the limiting factor is creative, not budget.
• A full month of data at the new spend level was not yet available at the time of this call, so March results were expected to provide a cleaner baseline.

Action Items

Related

• ^[2] — parallel initiative adding AI Max to the existing SEM recruitment campaign
• ^[3]