Didion Meta Recruitment Campaign — Plug-and-Play Format

Overview

During the February 25, 2026 marketing review, Didion and Asymmetric aligned on a strategy to launch a dedicated recruitment campaign in support of Didion's "improvement blitz." The core idea: use a machine-learning-driven, plug-and-play ad format — analogous to Google's PMAX — to minimize design overhead and accelerate time to launch.

This approach is a deliberate shift in philosophy: prioritize ad spend over design fees.

Related meeting: ^[1]
Client index: ^[2]

Campaign Parameters

The campaign is intentionally kept separate from existing Meta campaigns so performance can be measured cleanly against budget and creative variables.

The Plug-and-Play Format Rationale

Diana Henry raised the concept: rather than commissioning custom ad creative in multiple sizes, supply raw inputs (copy points, images, URL, CTA) and let the platform's machine learning assemble and optimize combinations automatically.

Why this matters:
- Designing ads across all required sizes is expensive and slow (18+ size variants)
- A recent billboard design quote came in at $2,000 — Diana's preference is to redirect that spend toward actual ad delivery
- Google already runs a PMAX campaign for Didion using this model; the question is whether Meta offers an equivalent

"I'd rather spend that money on digital ads, and then I design the billboards."
— Diana Henry, 00:10:16

Note: As of the call, Melissa confirmed that Meta's equivalent capability was not yet verified. She committed to checking with the PPC team (Gilbert) by EOD Feb 26.

Execution Requirements

For the plug-and-play format to work on Meta, Didion would need to supply:
- Multiple copy variations (headlines, body text)
- A set of images
- Destination URL
- CTA

Melissa committed to sending Diana a content spec sheet by EOD Feb 26 outlining exactly what inputs are needed.

Open Questions (as of Feb 25, 2026)

• [ ] Does Meta offer a PMAX-equivalent format? (Melissa to confirm with PPC team)
• [ ] If not, does it make more sense to increase budget on the existing campaign and swap creative instead of launching a separate campaign?

Diana noted both options are viable:
1. Separate campaign — preferred for clean testing and control
2. Ramp existing campaign — increase budget + refresh creative without full redesign

Current Meta Ad Performance (Context)

Existing Meta campaigns are performing well at the top of funnel:
- CPC: Under $1 (described as "incredible")
- Impressions/Clicks: Strong TOFU volume over the past ~30 days
- Reach: ~2,000–4,000 per active ad set
- Conversion API: Meta flagged a potential 14–24% CPL reduction by adding Conversion API Direct — not yet implemented

This baseline gives confidence that incremental recruitment spend on Meta is likely to be efficient.

Related

• ^[1]
• ^[2]
• ^[3]
• ^[4]