As a designer at Webserv.io, a healthcare marketing agency, I created a series of 5 paid social media ads for Acera Health, a local outpatient and residential mental health treatment facility in Costa Mesa, CA. Working closely with the SEO department, I incorporated their keyword strategy into these designs. A/B testing was then used to optimize ad copy and visuals for maximum effectiveness
For Depression Awareness Month, our client commissioned us to create a paid social media campaign to connect people in Orange County with their mental health support.
UX/ UI Designer
SEO Specialist: Darren Askins
7 days
Figma, Google Workspace, Wordpress, Elementor, Adobe Illustrator, Adobe Photoshop, Slack, Asana
We knew that creating a successful campaign would require a delicate balance. To achieve this, we designed a paid social media campaign that tackled depression in a compassionate and approachable way.
Our content strategy focused on highlighting Acera Health's services and expertise. While rigorous A/B testing allowed us to refine our ads, optimizing for engagement and ensuring they resonated with the target audience. This data-driven approach ensured maximum impact and helped us connect Acera Health with those in need.
The use of direct questions in our ad copy was a deliberate strategy to engage viewers and encourage self-reflection. To ensure a positive user experience, we paired these questions with calming and hopeful visuals, creating an inviting and supportive atmosphere that would encourage further engagement with Acera Health's resources.
Paid Social Media Ad Campaign
My experience at Webserv.io marked a transition from the creative freedom of working with musicians to the more structured environment of corporate design. This required me to adapt my design style, embracing minimalism while still creating high-impact visuals. The Acera Health social media campaign, challenged me to balance clean aesthetics with the sensitive nature of the subject matter, resulting in designs that were both professional and approachable.
To practice creating culturally relevant advertising for Spanish speakers I rewrote the copy.
Mockups in Spanish
Localization is important when thinking about the ads being seen by the Spanish speaking population in Orange County. With 32 Spanish speaking countries in the world dialects and colloquial forms of speaking vary. It's why a lot of media is in "Standard Spanish" form.
Image 1
"Podemos ayudar" (We can help) is used instead of "Dejanos ayudar" (Let us help) is a stylistic choice, keeping the message positive and to the point.
Image 2
A direct translation does not work, it needs to feel organic. The use of holistic approach would be too academic and clinical it can also feel unnatural. Instead I chose "bienestar integral" which means to promote overall wellbeing.
Image 3
"Comienza tu camino hacia el bienestar mental" (Begin your journey towards mental wellbeing) I kept the message short, direct, and most important flows. The direct English translation would have felt awkward with "Tu camino hacia el bienestar mental comienza aquí en Acera Health."