The client has a SAAS company, the software is for ordering food without installing an app, it's all web based. The challenge was coming up with a paid media strategy that will ultimately get restaurant owners to schedule a demo to the software. It was a new software and they weren't sure if it will perform well in the market during COVID.

I was the paid media specialist, I had to come up with a paid media strategy by understanding their customer persona and utilizing any ad creatives they had to start testing an initial strategy.

My initial strategy was to create an awareness campaign of a video demonstration of the software, then to create separate audiences based on video consumption.

With multiple audiences I then created more campaigns to show different videos to people that are already familiar with the software. Ultimately, I wanted to retarget all the people that made it through all the videos, also retarget people the visit specific pages to get them to convert.