Own project
An idea worth
seeing yourself in.
Identity, a content calendar and a test of two one-day ads for an everyday-humour brand.
Project
Girly Maths
Author
Ruth Lara Vives
Areas
Identity · Content · Paid social
The service behind the project
Culture · Humour · Community
If it happens to you,
you share it.
A close, familiar voice and an identity that keeps its original colours: red and pink, with a graphic nod to fifties diagrams.
Act 01
The challenge
The starting point
Girly Maths uses humour about everyday situations to connect with an audience interested in recognising themselves and sharing experiences.
The work defines an audience, a tone and a content system before producing a single piece.
Act 02
What was done
One voice, several formats
The identity combines red and pink with a display typeface that has character of its own.
The calendar organises memes, reels and stories with different jobs: entertain, invite participation and keep the conversation going. Editorial and email proposals are prepared as well.
Create, observe, adjust
The project’s reflection documents changes in stories: moving from resharing posts to setting up interactive prompts.
Posting frequency is reviewed as well. These are learnings from the exercise, not a causal demonstration.
A small, specific test
The document includes two ads, one on Facebook and one on Instagram, each running for one day, with a total spend of USD 9.98.
The screenshots record 89 link clicks on Facebook and 15 on Instagram.
Act 03
What it shows, and what it doesn't
What we learned
The observed cost per click was very different between platforms: USD 0.06 against USD 0.33.
That difference is useful for forming a new hypothesis, but a test this short and this small cannot conclude which channel performs better in a sustained way.
Original pieces
The idea also
gets organised.
Calendar and panels included in the original project.
Content calendar. Original piece.
Two ads · One day each
What the test recorded.
104
Link clicks
136
Post interactions
USD 9.98
Total test spend
Facebook · 89 clicks · USD 5.00 spend
Instagram · 15 clicks · USD 4.98 spend
The service behind the project
Digital marketing
Strategy, campaigns and measurement, connected.
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