Overview
I designed a range of paid and organic social media campaigns for Celonis, supporting initiatives such as the Free Plan, intern recruiting, UK Grocers, UK Controls, and Banking Webinar promotions. These campaigns helped drive brand engagement, promote content, support lead generation, and test creative performance across different audiences.
Challenge
Each campaign had a different audience, message, and business goal, while still needing to feel consistent with the Celonis brand. The challenge was to create social assets that were visually engaging, platform-ready, and flexible enough for campaign variations, animation, and performance testing.
My Role
I collaborated with marketing managers, copywriters, regional marketing leads, and program stakeholders to design static and animated social assets. I created custom illustrations, full ad layouts, A/B test variations, and motion graphics using Photoshop, Illustrator, and After Effects.
Design Approach
I used Celonis brand guidelines, line-art illustration, bold typography, campaign-specific messaging, and visual experimentation to tailor each ad set to its audience. For A/B testing campaigns, I created alternate creative directions to compare approaches such as people-based imagery versus abstract visuals and light versus dark CTA treatments.
UK Controls ads
A/B Testing
These ads were designed for the UK market. The goal was to promote a Celonis webinar on the UK control reforms. The secondary goal was to see whether ads featuring people improve conversion or drive more traffic to our site than those without people. I created several versions of ads for A/B testing.
After A/B testing these ads, we learned that the ad with a person performed better than the more abstract one without a person. This outcome informed our future design considerations.
Banking Webinar Ads
A/B testing
This social post was intended to promote a webinar with premier clients who use Celonis EMS. The primary goal was to increase global brand awareness in financial markets. The secondary goal was to determine which of these performed better and inform future design decisions for our audience.
Celonis Intern Program Ads
These ads were designed to promote the intern program for the Celonis Pristina, Kosovo team. We ran this ad on LinkedIn and Facebook. The primary goal was to gain applicants and improve brand engagement in the European markets.
UK Grocers Ads
This ad ran in the UK, promoting Celonis EMS and Process Mining for UK Grocers. The primary goal was to promote the eBook and drive new traffic and engagement to our site. These ads were published on LinkedIn and Facebook.
Celonis Free Plan Quora ad campaign
I partnered with key stakeholders and department heads to create ad campaigns that increased conversion rates, drove traffic to the site, and increased brand engagement.
Achievements
Since its launch, these ads have improved brand engagement, increased overall user interaction, and driven new potential clients to download the free e-book. After A/B testing various ad designs, we found that users preferred the white background with a blue call-to-action button over the black background with a green button. Viewers also preferred ad creatives featuring a person to more abstract photo-collages. This insight informed the creation of future social posts, favoring the white background style. Furthermore, the campaign's success was evidenced by increased user engagement and a higher number of applications submitted for the internship program.
Tools
Photo collage: Adobe Photoshop and Illustrator
Motion graphics: Adobe After Effects
Composition & component management: Figma