Open Your Home
Meta Ads Campaign
Paid Social Campaign (Meta)
Focused on host family recruitment
CAMPAIGN IMPACT
~2,800 link clicks per month · Consistent engagement across Meta placements · Ongoing awareness and lead generation for host family recruitment
Project Overview
Designed and executed a series of Meta carousel ads for Youth For Understanding (YFU USA) to drive qualified interest in host family recruitment. Each three-frame carousel guided users through a short emotional narrative from curiosity to personal connection to action, optimized for Facebook and Instagram placements.
Objectives
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Create scroll-stopping carousel ads that communicate the value and emotional impact of hosting an exchange student
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Drive action through clear messaging, strong visual storytelling, and a compelling call to action
Creative Strategy
Each carousel was intentionally structured as a three-part sequence, with every frame building toward action. Frame 1 led with an emotional hook, Frame 2 created personal connection to the hosting experience, and Frame 3 delivered a clear value proposition and call to action. The visual system balanced warmth, authenticity, and clarity using real student stories, approachable typography, and consistent brand alignment across all placements.
A/B Tested Variations
Process & Storyboarding:
To ensure emotional consistency across all formats, the campaign was carefully storyboarded before production.
My Role
Led campaign concepting, creative direction, and execution across all carousel ads, including ad design, sequencing strategy, copy hierarchy, and visual storytelling. Handled layout optimization for Meta ad formats and collaborated closely with the marketing team to align creative with messaging and performance goals.
