Luiza Grinberg on Crafting Paid Content That Converts and Lessons from a Global eCommerce Career
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Luiza Grinberg has worked at multiple prominent organisations, and today she shares her learnings from across her career, as well as how to create paid eCommerce content that converts.
You’ve worked at brands like Apple, Go Instore, YNAP, and now Dr. Martens. What have been some of the most defining moments in your career journey so far?
At the start of my career, one of my most defining moments was working on the launch of new iPhones and the introduction of the first-ever AirPods.
What drew you to the world of paid media and creator marketing, and what keeps it exciting for you?
I love finding creative ways to promote new products and creators are a way to bring something down-to-earth, with someone that you have already built a “relationship” with. The rate of change on the platforms is definitely what keeps it exciting for me – it’s honestly impossible to keep up with all the trends that emerge daily. As a brand, it’s tricky to jump on a trend quickly enough, before it’s already old news!
Looking back at your career, what advice would you give your 20-year-old self?
Don’t worry about the next step, make the most of where you are now.
Platform-Perfect: Creating Paid eCommerce Content That Converts
Paid content needs to feel native on each platform. How do you strike that balance between tailoring creative and keeping the Dr. Martens brand voice consistent?
That’s a great question and one that we are still trying to find an optimal balance. DMs have a relatively playful brand voice which helps when adapting content to the likes of TikTok. I would say we strike our balance by using a mixture of more highly produced brand content and UGC. We recently hired an in-house content creator which is a totally new role, born from the need for agility and speed at getting more video content quickly edited and uploaded.
What’s your approach to testing and optimising creative ideas, and how do you know when something’s working, or when it’s time to pivot?
I would say that the rate of creative fatigue is growing quicker and quicker. We keep a close eye on the numbers and try to refresh our creatives on a weekly/bi-weekly basis. A fun fact is that our products are pretty seasonal so we also try to test and optimise quickly, based on weather forecasts too.
TikTok, Meta, Pinterest, Google — how should brands’ creative strategy shift across these different ecosystems?
TikTok and Meta currently favour more lo-fi, UGC-style content, whilst Pinterest is definitely more editorial and a very exciting platform to advertise in. Google and YouTube fall more on the editorial end of the spectrum for now, but I see this quickly changing with the growth of YouTube Shorts.
For brands trying to boost ROI on paid content, where should they start when it comes to creative adaptation?
I find it interesting to take a look at what is trending from an organic social perspective, this can help inform the creative adaptation strategy i.e. what are some formats that are working? Moreover, I would also A/B test key features in different creatives and analyse what works best for your audience.
Luiza will be speaking at eCommerce Expo and Technology for Marketing on the 24-25 September at the Excel London.
Quick-fire questions
What’s the best piece of career advice you’ve ever received?
If you make a mistake, it’s okay. Take ownership, find a solution and everything will be fine – you’re not performing heart surgery!
Platform you’re most excited about creatively right now?
TikTok.
Creator or brand you think is nailing paid content strategy?
Ganni or Rains.
What’s one paid content myth you’d love to debunk?
That all paid imagery needs to be very premium and highly produced.
What’s one thing you’re still hoping to achieve in your career?
As I gain more and more experience in this field, I would love to offer mentorship on all things digital, content creation/management, and creator marketing.
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