---
title: Didion Meta Copy Rotation Campaign
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-11-didion-marketing-call-129040293.md
tags:
- paid-social
- meta-ads
- didion
- copy-rotation
- creative-assets
- recruitment-marketing
- video
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Didion Meta Copy Rotation Campaign

A new Meta campaign planned for Didion as part of a broader [[wiki/clients/didion/_index|Didion]] 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 [[wiki/knowledge/paid-search/didion-google-sem-ai-max|Didion Google SEM AI Max]] initiative, which targets search intent on the Google side.

## Campaign Parameters

| Parameter | Value |
|---|---|
| Platform | Meta (Facebook/Instagram) |
| Budget | $10/day (~$300/mo) |
| Budget type | Additional — on top of existing ~$300/mo Meta spend |
| Campaign structure | New campaign (separate from existing) |
| Strategy | Copy rotation |
| Creative formats | Static photos + short vertical video |

> **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

| Owner | Action | Status |
|---|---|---|
| Melissa Cusumano | Confirm with paid media team: new campaign vs. existing campaign structure | Pending |
| Melissa Cusumano | Send Diana link to all current Meta photo assets | Pending |
| Diana Henry | Review current photo assets and select new images for the campaign | Pending |
| Diana Henry | Formally approve use of clips from "Firework Matters" and "We Are Didion" | Approved (verbal, call) |
| Paid media team | Finalize creative and copy, then launch campaign (est. ~30 min setup once assets ready) | Pending |

## Related

- [[wiki/knowledge/paid-search/didion-google-sem-ai-max|Didion Google SEM AI Max]] — parallel initiative adding AI Max to the existing SEM recruitment campaign
- [[wiki/clients/didion/_index|Didion Client Overview]]