BACKGROUND
This project was for a client in the handmade ceramics space, targeting Instagram users who had engaged with the brand's organic content but hadn't visited the shop. The goal was to deepen connection and drive purchase intent from a warm audience without applying the same urgency message used for website retargeting.
I wrote a reel ad that acknowledges the audience's existing relationship with the brand before making the ask, because "you've seen how they're made" is a different and more effective message for social engagers than the scarcity message used for web visitors. The creative direction reused the same kiln footage from the organic content to keep paid and organic visually cohesive. The result was a retargeting reel that feels like a natural next step in the brand relationship rather than a separate ad switching on.
