TRIFECTA

Trifecta Nutrition is an organic food delivery service that offers a wide variety of ready-made meal options for the health conscious individual. A start-up based in Sacramento, CA, Trifecta’s mission is to “get America back in shape”. I joined the team as the second in house graphic designer, and the first to begin making creative assets for our paid media. At the time I joined, we were only advertising on Facebook, with a small budget set aside for Steelhouse retargeting ads. We had yet to expand our paid media creative initiatives to other platforms. One of my main roles at Trifecta is generating ads destined for paid placements, primarily on Facebook and Instagram feeds, YouTube, and CTV- Promo heavy ads with scroll-stopping visuals that connect with the viewer. Oh, and they also had to convert into measurable sales. My creative efforts directly supported paid media campaigns to effectively scale over 100% YoY while maintaining CTR and ROAS targets. As the Senior Graphic Designer on the Digital and Paid Media Creative team, I am responsible for producing advertising strategy, and designing digital assets for direct response and direct-to-consumer assets on platforms like Facebook, Instagram, Youtube, CTV, and beyond.

CREATIVE DIRECTION

ART DIRECTION

CREATIVE STRATEGY

PROJECT & TEAM MANAGEMENT

MOTION GRAPHICS

VIDEO PRODUCTION

RESEARCH/PERSONAS

POSITIVE & RESOURCEFUL ATTITUDE

NEVER QUIT

As 2020 became an unprecedented year, meeting customers where they were at was critical. With the reality of the COVID-19 pandemic in mind, we started a campaign aimed at motivating people through the challenges the pandemic presented. I used a design language that was gritty, and incorporated raw design elements to meet people’s emotions and position us as an authentic, personable company. 

Level 1: Prospecting CTR: 0.61%

These top-of -funnel ads were so successful that the paid media team rolled them into our evergreen campaigns because they acquired higher metrics than those that were running on an evergreen basis.

Concepts

IN HOUSE EXPERTS

The In-House Experts campaign was my effort to address the hole in our paid marketing funnel that focused on middle of funnel content. Our marketing funnel was functioning on an “ask you to coffee, then ask you to marry us” type of narrative. Trifecta was lacking the “dating” phase, if you will — the middle of the funnel where we let the audience get to know us a little better through education and proving us as an authority and experts in the field. I was responsible for writing the campaign scope, planning, and executing the shoots and production of the ad content. I identified and concepted multiple directions of qualifying middle of funnel ad directions, including those that utilized either existing assets and resources, or existing partnerships Trifecta had with sponsored athletes. In early Q2 2020, I single handedly set out to produce our first ever “middle of funnel” paid content.

Concepts

• Athlete and Athlete Testimonials

• Customer Testimonials

• CEO Talking Head

• The Missing Link to your Fitness

• In-House Experts

OUTCOMES

Trifecta's paid media approach is to drive conversions and brand awareness at the same time through targeting a broad audience with creative-lead targeting. By using this tactic Trifecta always seems like the perfect solution to a wide variety of customers who all have very different goals. By designing data-driven creative I have significantly helped Trifecta reach millions of new people and drive tens of thousands new subscriptions. With this campaign in particular, the 80/20 rule ad reached over 70% women looking to lose weight, while UFC chef video reached over 70% men looking to improve their workouts. 

This was our first ever middle of the funnel paid advertising for Trifecta and it proved to serve its purpose with above benchmark ROAS and CTR on both Facebook and Youtube platforms. 

DO IT ALL RUNNER

By mid 2020, Trifecta’s brand reach had grown beyond diehard crossfit and bodybuilding enthusiasts, and together with the paid media buyer, identified an entire customer targeting group that we could tap into. This campaign was my effort to produce advertising creative that would connect with what people are actually doing; biking, hiking, running, outdoors.

We wanted to tap into the audience's desire to try something new, aspiring. Thinking about everyday people using Trifecta as their key to fitness success while also telling the story of the product 

This campaign would incorporate a more “lifestyle” trend that results in a set of ads that are relatable to a broader audience than Trifecta’s usual “hard body” target audience. Showcasing an array of sports such as running, spin bike, and swimming combined with a specific benefit of the Trifecta product. In the “Runner” ad we are focusing on the product benefit of TIME.

OUTCOMES

One of the huge successes of this project was my introduction of a production process for the team. By this time, the creative team had grown where we had a budget and our own videographer on staff to work alongside me, giving us the opportunity to shoot our own ads in house and hire talent. To ensure a successful shoot, I produced a project and shoot outline as well as day of shoot production schedule that has become a standard operating procedure and template used across the creative team. 

ORGANIC SOCIAL BRAND ALIGNMENT

In late 2020, I took the initiative to address the problem of our growing visual departure from Trifecta’s branded advertising and Trifecta’s organic Instagram channel. A secondary challenge here was that with a small team and limited bandwidth, I also needed to produce designs and concepts that would essentially be tools as templates and guides in Adobe Spark for our organic social manager to easily use autonomously. 

The goals of this refresh were to provide new organic post concepts to engage with a larger, broader audience and to ensure that traffic coming from paid media and organic website traffic has a cohesive visual experience.