How Wayfair and Burt’s Bees optimize digital creative for every social platform (VB Live)

How Wayfair and Burt's Bees optimize digital creative for every social platform (VB Live)

Presented by yellowHEAD

In digital marketing, there is no single creative for all platforms. To really perform, you need data. Learn how to use data to optimize your motives for each channel, align your strategy with user demographics, and get results at this on-demand VB live event.

Here you can access it free of charge if required.

Digital marketers face a unique challenge: trying to educate and win over customers and gain loyalty in an increasingly fragmented media and advertising landscape, says Courtney Lawrie, global director of brand and integrated growth marketing at Wayfair. At Wayfair, however, they are well positioned to take on this challenge.

“We’ve taken a data-driven, performance-driven approach to our personalization and relevance initiatives from day one,” says Lawrie. “We do this on a large scale by leveraging our in-house software programs, algorithms, and machine learning analytics to ensure we deliver the best content to every customer, at the right time, at every touchpoint, across all types of platforms. ”

In the “Home” category, she explains, customers are inspired by inspiration and often have a unique vision for their home. Using data, they work to anticipate their customers’ needs and create a shopping experience that is specifically tailored to their tastes and directly informs about content creation efforts and creative resources.

At Burt’s Bees, says Melissa Culbertson, associate manager, brand engagement and social strategy, they look at engagement and reach from an organic social point of view. However, they have started paying more attention to deeper engagement data, especially when it comes to comments and approvals. As they scroll through TikTok or Instagram, users can easily tap a video or picture to like it. Comments and shares are a bit more involved, however, and that’s a better measure of engagement.

However, when measuring content performance, it drills down on content pillars. For example, value-based content such as B. Organic Social for Earth Day, not measured against product-based content. You can also compare content formats with one another. They know from data that GIFs and video-based content on Instagram, for example, don’t work as well as static assets.

“That doesn’t mean we don’t, because sometimes the story to tell takes a longer creative piece than just a picture,” she says. “But we would measure video-based content against video-based content to get a better idea of ​​whether it was successful or not.”

At Wayfair, they are exploring the opportunity to raise awareness in other emerging home categories such as home improvement and renovation, large appliances and housewares. These emerging categories lend themselves to some of these subcultures. In the home improvement sector, for example, they are leaning on and looking at subcultures of DIY enthusiasts, especially during the pandemic.

“Subcultures can convey your brand’s message to a whole new audience with already ingrained loyalty, which is amazing,” said Kinney Edwards, global director of the Creative Lab at TikTok. “But you have to do the work. You need to learn their language and speak to them in real and authentic ways. It takes more effort to get your message creative. The reward, however, lies in the way the subculture community takes your messages and becomes brand ambassadors for you in an organic and passionate way. “

It is possible to use these communities and tell exciting stories on social platforms. The key is remembering that every social platform has a purpose in a user’s life, says Noa Miller, marketing creative strategist at YellowHEAD, and that information is as important to creative concept as drilling down into a user’s demographic information. A user consumes content very differently on each platform.

“We believe we have to develop a strong creative concept and then translate that concept to fit what a person is doing when they hit these different platforms,” ​​says Miller.

For example, on TikTok, the first thing a user sees is a video with the sound turned on. On Facebook, they scroll through videos with no sound.

“As a marketer, I need to understand how our audience is consuming their media on each platform and then create creatives that are a perfect fit,” she says.

YellowHEAD worked with Tinder to create a campaign for the new video chat feature. Three different ads were created with the same concept, but each from the perspective of a different platform: one for Facebook, one for Instagram and one for TikTok.

The scrolling time for Facebook is approximately three seconds. This requires a catchy opening so that the audience stays and wants to see more of the ad’s story. On Instagram, they cut the video into three story ads, each highlighting a different fact why video chatting is a great idea so the consumer doesn’t jump from one to the other and see that there’s a storyline. For TikTok, they filmed the ad with real people and designed it to look as native to the platform as possible.

“We try to convey to brands and marketers that there are best practices to get to this creative quality,” says Edwards. “Understand the ecosystem by engaging with it, playing around and adopting that mindset because when you create content for these users, you want them to feel to them, not you.”

That means building a narrative and approaching the platform with an initial take on the audience, he adds. The community respects if you’re direct and to the point, but getting this message across in a way that shows you’re up for the platform.

However, according to Culbertson, her best advice is that while the platform’s best practices are an excellent guide, they don’t just rely on them.

“Use this as a starting point, but then test different subjects to see what works and what doesn’t. It’s very individual to your brand, company, etc., ”she explains. “Based on this data, you can iterate over time and create better creatives.”

“Don’t try to be perfect and think it over,” added Edwards. “Action drives action. Trends, culture that’s happening so quickly that you don’t want to get involved in making it perfect. You want to be part of what is happening. Just dive in. “

For the performance marketers and brands, Lawrie adds, “Don’t get too caught up in short-term metrics. Make sure you look at your subject long term too. Make sure these short-term metrics are a proxy for long-term results. “

And Miller notes that creating different themes for each platform shouldn’t break your budget. “It doesn’t always have to be a big production – things can be done easily,” she says. “Today everyone is a content creator. Try to adapt it to the platform without the need for additional large productions. “

Don’t miss the rest of this VB Live event to learn more about creating authentic branding stories that really work on all platforms, accessing and using data to ensure your message is on target

Free access on request here.

You will learn:

  • How to optimize your digital marketing strategy through creative optimization
  • How to use user data to create content that really works
  • Here’s how to develop a successful creative strategy across all of your social channels
  • Best practices for creatives on every platform
  • Here’s how to incorporate influencer content into your assets
  • And more!


  • Courtney Lawrie, Global Head of Branding and Integrated Growth Marketing at Wayfair
  • Melissa Culbertson, Associate Manager, Brand Loyalty, Social Strategy, Burt’s Bees
  • Kinney Edwards, global director of the Creative Lab, TikTok
  • Noa Miller, creative marketing strategist, yellowHEAD
  • Dave Clark, presenter, VentureBeat