Project Overview:
Youth For Understanding (YFU USA) aimed to increase awareness and drive qualified interest in host family recruitment through paid social.
The goal was to create scroll-stopping Meta carousel ads that communicated the emotional and personal impact of hosting an exchange student.
I concepted, designed, and executed a series of three-frame carousel ads, each guiding users through a short narrative—from curiosity to emotional connection to action.
The campaign was optimized for Meta placements across Facebook and Instagram.
Objective:
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Create social-first ads that communicate the value of hosting an exchange student
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Encourage action through emotional storytelling and clear messaging
Deliverables:
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Meta carousel ads (multiple variations)
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A/B tested creative sets
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Messaging and sequencing strategy across carousel frames
Creative Strategy:
Each carousel was intentionally designed as a three-part sequence, with every frame building on the previous one:
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Frame 1: Emotional hook to stop the scroll
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Frame 2: Personal connection to the hosting experience
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Frame 3: Clear value proposition and call to action
The visual system balanced warmth, authenticity, and clarity—using real student stories, approachable typography, and strong brand alignment to ensure consistency across paid placements.
My Role:
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Led campaign concepting, creative direction, and execution across carousel ads
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Carousel ad design and sequencing strategy
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Copy hierarchy and visual storytelling
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Layout optimization for Meta ad formats
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Collaboration with the marketing team to align creative, messaging, and performance goals
Impact:
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Consistently strong engagement across Meta placements
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Carousel ads generated ~2,800 link clicks per month
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Supported ongoing awareness and lead generation for host family recruitment
A/B Tested Variations
Process & Storyboarding:
To ensure emotional consistency across all formats, the campaign was carefully storyboarded before production.
Impact:
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Created a flexible partnership deck used to support corporate sponsorship conversations and brand collaboration outreach.
What This Project Demonstrates:
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Social-first campaign thinking
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Emotional storytelling for cause-driven marketing
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Vertical video execution across paid platforms
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End-to-end creative ownership, from concept to launch
Open Your Home
Meta Ads Campaign
Paid Social Campaign (Meta)
Focused on host family recruitment
