Paid Social
Meta Ads Awareness Campaign
An awareness-stage paid social plan built around audience research and creative direction rather than direct response.
Objective
Plan a campaign that introduces a brand to a relevant cold audience and earns engagement.
My Role
Audience research, campaign structure, ad copy and creative direction.
Strategy & Process
- 1Researched audience interests, demographics and behaviours.
- 2Structured campaign, ad sets and ads around the awareness objective.
- 3Wrote hook-led primary text and headlines for each creative angle.
- 4Directed static and short-form creative concepts in Canva.
Tools Used
Meta Ads ManagerMeta Business SuiteCanva
Key Learnings
- How objective selection changes delivery and what the platform optimizes for.
- How audience layering affects reach and relevance.
- How creative angle, not just copy, drives awareness performance.
Screenshots & Evidence
Live work from the project.
Outcome
Key Learning: clarity on how awareness campaigns are structured and how creative direction is briefed on Meta.