Problem: ​

Indigenous Media aimed to expand digital engagement and elevate campaign performance across emerging social platforms, including Meta, TikTok, Pinterest, and Snapchat, for their award-winning short documentary series, 60 Second Docs. As a Webby Award-winning series producing weekly short-form documentaries, 60 Second Docs faced increasing competition for audience attention in a fast-evolving digital landscape. The challenge was to build and optimize full-funnel paid social strategies that could increase video view-through rates, drive high-quality traffic, and maximize engagement, all while maintaining strict budget efficiency to scale the series' visibility and reach across multiple platforms.

 

Impact:

As a Digital Marketing Intern specializing in Paid Social, I played a critical role in executing, optimizing, and scaling multi-platform paid campaigns to support the growth of 60 Second Docs. I applied a data-driven, full-funnel strategy focused on audience targeting, creative testing, real-time optimization, and cross-channel performance management to maximize reach and engagement across Meta, TikTok, Pinterest, and Snapchat.​​

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• Campaign Setup, Management, and Budget Allocation: Assisted with end-to-end campaign setup, including audience segmentation, bid and budget configuration, ad trafficking, UTM parameter generation, and quality assurance across Meta Ads Manager and TikTok Ads Manager to ensure timely and accurate launches. Monitored daily pacing and collaborated with the broader team to reallocate a $60K monthly budget based on campaign performance trends, ensuring optimal spend efficiency across Meta, TikTok, Pinterest, and Snapchat.

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• Audience Strategy and Target Optimization: Designed and iterated advanced audience segmentation strategies by analyzing historical campaign performance and engagement patterns. Conducted systematic testing of lookalike audiences seeded from high-intent behaviors, and analyzed engagement trends to optimize targeting efficiency and improve campaign reach quality.

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• Creative Coordination and Multivariate Testing: Led multivariate A/B testing across ad formats (video, carousel, and static), collaborated closely with production and influencer teams to iterate on creative concepts. 

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• Performance Analysis and Strategic Insights: Conducted comprehensive weekly performance analyses across Meta, TikTok, Pinterest, and Snapchat, monitoring spend efficiency, ROAS, and CTR benchmarks. Synthesized findings into actionable recommendations, delivering continuous improvements to audience strategy, creative development, and budget reallocation to scale campaign impact effectively.​​​

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Results:

Through these integrated paid social strategies, Indigenous Media achieved measurable improvements in digital engagement and campaign efficiency:

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• Video View-Through Rate: +17% improvement across core paid social platforms.

• Click-Through Rate: +27% lift through audience and creative optimizations.

• Cost Efficiency: 13% reduction in CPC, contributing to greater overall campaign scalability and improved customer engagement metrics.

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These outcomes strengthened Indigenous Media’s paid social presence across emerging platforms and helped deliver sustained growth in user interaction and content visibility.