Challenge
Ad creatives for an EdTech product face a compounding problem: they need to communicate a lot, but text-heavy ads don't perform. On top of that, RevoU sells multiple programs across different tracks, so poor visual differentiation meant audiences couldn't tell what was being offered. Add aggressive A/B testing cycles and a fast-moving trend landscape, and the bar for creative output was both high and relentless.
Approach
As the first and primary designer on paid ads, I built the visual creative system from scratch in close collaboration with the performance marketing team. I developed distinct visual styles per product and program to eliminate audience confusion, and established a rapid experimentation workflow to keep up with A/B testing demands. I also led and oversaw two designers, translating briefs, maintaining creative consistency, and ensuring output quality across the team.
Result
Produced thousands of ad creative variants across static, motion, video, and carousel formats over two years. The creative system consistently hit marketing signup targets batch over batch. Competitors in the Indonesian EdTech space have replicated the ad creative formats developed during this period.
