Building Verizon’s paid social from the ground up

85%

of paid social ads meeting channel best practices, rated by creative-effectiveness partner Vidmob

−42%

cost of reach from a UGC-style cat video on Pinterest, because people actually wanted to watch it

Big screen

our Super Bowl LV paid social creative, adapted for the stadium screen

The problem

When I joined Verizon, paid social wasn’t on anyone’s radar. Most of the digital ad budget went to online display, yet social had to drive net adds, consideration of Verizon services and every major device launch.

Vision

Write the rules first. I created Verizon’s paid social brand guidelines and kept them current as part of the Paid Digital template library.
Design for the feed, not the banner. We built a Verizon point of view on how an effective paid social ad is structured, grounded in each platform’s best practices.
Go to market in days. In 2025–2026, seasonal go-to-market templates built with Smartly let Verizon creative strategy launch new campaigns in 1–3 days.
Bring partners’ worlds in, on brand. Launch work for Apple, Samsung, Google and Microsoft devices, and entertainment IP from partners like Disney.
Make work people want to watch. A UGC-style cat video for a 2022 Bring Your Own Device offer on Pinterest cut the cost of reach by 42%, and our Super Bowl LV social creative was adapted for the stadium’s big screen.
Stay ahead of the platforms. Regular sessions with Meta, TikTok, Snap and Pinterest kept us first to new ad units and template changes.

The work

Team and partners

Verizon creative strategy · Smartly · Vidmob · Meta · TikTok · Snap · Pinterest

Next study

Launching the world's best phones on America's network →

Three ways to work together.

Full-time leadership

Head of creative or executive creative director for an in-house team in New York.

Fractional and consulting

Build or fix a creative function: team design, creative automation, generative AI workflows.

Project creative direction

Senior freelance CD for a launch, campaign or pitch. I can start fast and lead your team.

adam@jacksonmojo.com

LinkedIn →

Resume ↓