Overview of the current Meta ad photo asset library for Didion, and the process for selecting additional images to support creative rotation in the upcoming [1] marketing blitz.
As of the April 2026 planning call, the Meta ad library contains four photos, each sized in multiple Meta-required formats. Assets are stored in a shared Google Drive folder that Asymmetric manages and can share with the client on request.
Known images include a mix of facility/factory imagery and employee portraits (e.g., a man in a green shirt). The exact subjects of all four were not enumerated on the call, but Diana Henry was granted Drive access during the meeting to review them directly.
The current four images have been in rotation long enough that Meta performance has plateaued — click-through rates are inconsistent month-to-month and do not appear to be improving with budget increases alone. A creative refresh was identified as a likely lever.
No formal criteria were specified on the call, but the intent is to add variety to avoid ad fatigue. Photos should be consistent with the brand tone established by the existing set (workplace, people, operations).
Photo assets are one component of the broader Meta creative refresh. The other is short-form video. Clips from the existing "Firework Matters" and "We Are Didion" brand videos (both hosted on the Didion website) are being considered for use as 10–15 second vertical video ads. Diana approved exploring this on the call.
See [2] for details on the video asset approach.
| Owner | Action |
|---|---|
| Melissa Cusumano | Send Diana a link to the current Meta photo asset Drive folder |
| Diana Henry | Review existing four images and select additional photos for the new campaign |
| Paid media team | Resize and upload approved new photos into the Meta campaign |