about the project
PNC's Wealth Management group wanted a series of Facebook ads created in order to promote certain articles and services that they offer. Typically, PNC social media content falls within an already-created template, but the group wanted these ads to stand out from the rest.
Our copywriter and I were provided with the webpages that these ads would link to and we were tasked with developing the content and look that would be used. We wanted to make sure we teased the content enough to entice the reader without giving too many of the details away before the reader has clicked over to the article. Many of these articles were very complex, and so we needed to find a simple way to break down and display the main ideas in an engaging way.
In the end, we developed a few simple infographic concepts that would be visually appealing and draw the audience in without spoiling the important points of the articles. We decided to utilize carousel ads for a more interactive ad experience that would allow us to share more important information than would be possible in a traditional ad. Successfully, these ads drew greater interaction and click-through rates than previous, similar social media campaigns.