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IntermediateBEHAVIORAL
Tell me about a time you led the creative direction for a multi-channel campaign from brief to launch. How did you align creative concepts with the business objectives, manage the execution across channels, and measure impact afterward?
Creative Marketing
General

Sample Answer

At my last company, I led the creative direction for a nationwide launch campaign for a new subscription feature. The brief was clear on business goals: increase trial starts by 25% and reduce CAC by 15% over the prior quarter. I started by reframing the brief into a simple creative promise: “try it in 5 minutes, feel the value in 5 days.” That became the thread across paid social, email, landing pages, in‑product banners, and partner placements. I ran a cross-functional pod of about 12 people (design, copy, performance, product marketing, lifecycle). We built modular assets with consistent visual language but channel-specific hooks and CTAs. For example, TikTok and Reels focused on use-cases; email and in‑product emphasized urgency and social proof. Post-launch, I set up a weekly dashboard: CTR, trial starts, CAC, and creative-level ROAS. After six weeks, we’d lifted trial starts by 32%, cut CAC by 18%, and identified three top-performing creative angles that we rolled into BAU always-on campaigns.

Keywords

Started from business goals and translated them into a clear creative promiseLed a cross-functional team and ensured consistency with channel-level customizationEmbedded measurement from the start with dashboards and creative testingDrove measurable impact on trial starts, CAC, and future creative learning
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