Facebook/Instagram Brand Awareness Ads

I want a results-driven image-based campaign on both Facebook and Instagram that lifts overall brand awareness among young adults aged 20-35. The assignment covers everything from refining the audience parameters inside Ads Manager, through developing the visual concepts that fit our existing brand guidelines, to scheduling, A/B testing and live optimisation.

You’ll work only with static images for this flight, so I’m expecting strong creative direction on how to maximise thumb-stopping visuals, copy that complements the artwork, and the correct placement mix (feed, stories, reels, etc.). Pixel set-up, conversion events (even though we’re not chasing sales this time), lookalike audiences and exclusion lists should all be configured to keep impressions focused on net-new prospects and accurate reach metrics.

Please outline:
• The strategy you’ll follow to introduce the brand and keep frequency healthy without ad fatigue.
• The key performance indicators you will track weekly (reach, impressions, frequency, video-view stand-ins for images, lift studies, etc.) and how you’ll report them.
• Any creative specs or assets you need from me before launch.

I’ll supply the brand style guide, logos and any mandatory taglines at kickoff. Campaign success is accepted when the final report shows statistically significant lifts in reach and ad recall for our 20-35 audience segment compared with the benchmark period.