Joanna Wallace

VP of Paid Media Creative at birddogs. Ex-HexClad, ex-TubeScience. Loves dogs, tolerates people, makes ads.

[Joanna Wallace @JoWall202]

ageism on your creative team is costing you revenue.

if your customer is a woman in her 50s, you need a strategist who is, too.

a 29-year-old who “feels old” because she found a fine line is not gonna cut it.

[Joanna Wallace @JoWall202]

SO honored to be able to speak on my favorite topic: hiring your creative strategy team. the big first question you have to ask: what level of strategist are you looking for? (hint: there are 4 levels)

[Andrew Foxwell 🦊 @andrewfoxwell]

Wish you could’ve seen our NYC event? Now you can. https://t.co/eLhe22QSs4

[Leandro Cabrini @leacabrini]

Cool people talking about cool things at the Foxwell meetup in NYC today. The best crowd as usual.

Great job @heyitsalexP @JoWall202 @Abir_CFO @will_sartorius and other speakers and thank you @andrewfoxwell for organizing.

[Joanna Wallace @JoWall202]

@alyshadotmd @andrewfoxwell Next stop Canadian citizenship!

[Joanna Wallace @JoWall202]

@andrewfoxwell Pshhh you flatter! Thanks for letting me yap on my favorite topic!!!

[Joanna Wallace @JoWall202]

@MikeTecku @alyshadotmd @Seanfrank It’s about who the audience is for the product. This audience is mainly female.

[Brad Ploch @brad_ploch]

Can’t believe Joanna taught us exactly how to build a 9-figure creative team 😭

https://t.co/xwRw13SQx3

[Joanna Wallace @JoWall202]

@brad_ploch @andrewfoxwell thanks for having me guys! i had such a blast

[Joanna Wallace @JoWall202]

your tests can be as diverse as your creative. not every ad set needs to be a massive swing. yes, take some big ones. but you've been doing this long enough to know what works.

just deliver the ads you need to deliver this week. trust yourself. make the thing. ship it.

[Joanna Wallace @JoWall202]

😵‍💫 everyone is panicking about creative diversity since Andromeda dropped, and i need you to calm down...

i went to the farmer's market. i brought visual aids.

[Joanna Wallace @JoWall202]

Photo 3: orange gnarled tomato vs. normal green tomato

this is the correct amount of difference. same concept, different hook. same angle, different script, different talent. changing one or two things at a time so you actually know what moved the needle.

[Joanna Wallace @JoWall202]

Photo 2: cherry tomatoes

this is too similar. you're making what the algorithm thinks is the same ad over and over again, but sometimes that's fine. squeeze the juice out of every shoot you do. don't abandon assets just because the test isn't big enough.

[Joanna Wallace @JoWall202]

Photo 1: tomato vs. onion
this is what people think they should be doing right now. UGC versus static versus man-on-the-street in the same ad set. the results are directional at best. you're overworking your team, you're undertesting your assets, you're stressing everybody out.

[Joanna Wallace @JoWall202]

@heyitsalexP i can vouch that Alex is PHENOMENAL and one of the top people i refer clients to

[Joanna Wallace @JoWall202]

Thinking about bringing paid creative in-house?

Do it wrong and you burn cash + morale.
Do it right and you change the trajectory of the company.

I break down the 6 steps to doing it right in the new Fix It in Post with @recharmHQ → https://t.co/iZHdHD3fFg

[Joanna Wallace @JoWall202]

Unicorn employees are regular people who burn themselves out to be perfect 🦄

[Saurabh Gupta @sagupta_nyc]

This video about BFCM phases and personas is full of simple tactics.

You know the stuff that everyone knows but no one remembers.

Brands should internalize the different phases of BFCM and who to target in each phase. Great knowledge shared by @JoWall202

TL;DR

Phase 1: Planners, self-gifters

Phase 2: Buyers who want to make smart choices to buy for themselves

Phase 3: Women in gift-buying mode

Phase 4: December shoppers who missed Black Friday sales. Men are catching up, women are finishing their lists

Phase 5: Last-minute shoppers

Phase 6: Post-holidays, new year, new you shoppers

[Joanna Wallace @JoWall202]

@andrewfoxwell @FiveRoas That’s my mantra!

I am not my ROAS
I am not my ROAS
I am not my ROAS

[Saurabh Gupta @sagupta_nyc]

I asked @JoWall202 about how to structure BFCM, and here's what she had to say.

We are in Phase 1 (early Q4). Perfect time to test messaging and see what sticks

This phase attracts three types of shoppers
1 Gift planners
2. Holiday product planners
3. Self gifters

Are you ready for BFCM?

[Saurabh Gupta @sagupta_nyc]

If your brand is remotely giftable, Q4 isn’t just about launching new creatives.

BFCM creatives for giftable products are primarily about
- scaling what’s already working
- layering in some urgency and seasonal hooks
- testing a few hypothesis-backed net new ideas.

And early Q4 is the last cost efficient time to test messaging... great time to speak to early shoppers too.

In this episode of Fix It In Post, @JoWall202 drops valuable knowledge and insights on what brands should do during early Q4.

She covers real, proven tactics like:
- shopper psychology
- messaging examples