Chatmeter Social Media Ads

PROJECT DESCRIPTION

Chatmeter offers support and services to businesses of all sizes, assisting them in managing customer engagement through social media. Utilizing their proprietary software and end-to-end platform, Chatmeter aids clients in optimizing their online presence. Seeking to promote their services, Chatmeter enlisted assistance in creating LinkedIn and Facebook ads. While their current brand was undergoing gradual changes due to various factors and leadership transitions, the transformation was expected to take time. The request was to incorporate potential design elements and minor changes in the ads, ensuring a seamless transition without confusing their existing audience.

ROLE: Graphic Designer

PROGRAMS USED

  • Adobe Xd

  • Adobe Photoshop

The Challenge

  • Brand evolution in progress: Their brand was undergoing gradual changes due to leadership shifts and strategic repositioning, but these changes weren’t fully rolled out yet.

  • Audience continuity: They didn’t want to alienate their current audience; the ads needed to honor the existing look and feel while signaling growth.

  • High conversion expectations: Because ads are a major lead-generation channel, the designs needed to be effective — not just visually appealing, but also conversion-driven.

My Approach

To address the challenge, I created a set of ad designs, each with a different visual focus (typography, imagery, graphics) to test what resonated most with their audience, while keeping a consistent brand thread.

Typography-Driven Layout

  • Pulled out key statistics or headlines from the ad copy to emphasize in large type.

  • Used a reversed color scheme (white background, dark blue text) to make the text pop.

  • Included a simple vector graphic element to tie into the brand without overwhelming the message.

  • Focused on hierarchy: percentage or stat as a hero element to draw attention.

  • Results: This ad generated 5+ leads with a conversion rate of 11.90%, well above the average LinkedIn ad conversion rate of ~6.1%.

Image-Focused Design

  • Used real photography to bring authenticity; layered two photos (a background image + a cropped figure) to create depth.

  • Applied a fading effect so the subject smoothly blends into the blue background, creating a clean and polished feel.

  • Watermarked the location icon again, keeping connection to the brand while not overwhelming.

  • Results: This ad generated 7+ leads with a conversion rate of 11.86%.

Graphic-Focused Design

  • Designed around a downloadable guide: used the guide’s cover art in the ad to give a “sneak peek” without overcomplicating the design.

  • Employed varied font weights to emphasize calls to action and key information.

  • Kept the background white for a clean, uncluttered layout — following the principle “communicate, don’t decorate.”

  • Results: Produced 6+ leads with a conversion rate of 11.11%.