Talkiatry paid social gallery
I’ve been running the paid program at Talkiatry for over 4 years. The business is focused on low-funnel conversions, with a paid budget over $50 million. My role goes beyond creative direction to include dashboard tracking, identifying and surfacing creative insights, hypothesis development, and art direction.
In my tenure, we’ve tried a lot and learned a lot. And we’ve produced a lot. Everything below was a channel top performer. These are their stories…
Copy: TJ DiFrancesco + Kate Lindstedt
Art Direction: MK Luff, Annette Allen, LeeAnn Dancy
The message NOT the Messenger
UGC in a highly regulated space can be a tough nut to crack. But with smart briefing and smart scripting, we were able to create a UGC catalogue that was performant, authentic, resonant, and compliant. In our experience, speaker demographics was less important than finding the right hook, the right real-world examples, and the right value props to back it up. Polish was also our enemy here. Even amateur creators with setups that were too professional couldn’t break through.
FINDING pEACE
Psychiatry is about calming the mind. Ads that externalized that feeling, or extended the metaphor, performed. And don’t be afraid of the nostalgic, memetic quality of a DVD player screensaver…
STATICS IF YOU SQUINT
For us, raw volume in static was more important than any single learning. We opted for the “squint test.” If you look at your ads page and squint, everything should look different. This gave us the best chance to keep creative fresh and experiment with a ton of ideas.
