Meta Ad Projects
Social media ads work when you tap into what your audience actually cares about—then show them, clearly and convincingly, how what you offer makes their life better.
Plum Guide
Client: Plum Guide is a premium vacation rental platform that curates only the top-performing homes in each destination. Unlike traditional marketplaces that prioritize volume, Plum Guide uses a rigorous vetting process to select a small percentage of listings—ensuring a consistently high standard across every stay.
Their offering is designed for travelers who want more than just a place to stay—they want a reliable, elevated experience, whether they’re booking a city apartment, a coastal escape, or a mountain retreat.
** For these ads, I both wrote the copy and developed the visual direction.
[Spec Piece]
Challenge/Need: Showcase Plum Guide’s premium standard in a single-frame format—where there’s no room to explain or build context—while differentiating from typical vacation rental platforms that rely on volume over quality.
Each ad needed to quickly communicate that these aren’t just places to stay, but carefully vetted homes—appealing to travelers who value trust, consistency, and a higher-end experience.
Solution: I developed three distinct, angle-driven variations—each designed to capture attention quickly while reinforcing Plum Guide’s “top 1%” positioning.
One variation leans into exclusivity and standards, emphasizing that only the best homes make the cut.
Another highlights the emotional payoff, focusing on unforgettable stays and elevated experiences.
The third reinforces consistency and trust, communicating that quality is maintained—not left to chance.
Across all three, the copy is intentionally concise and clean to match the brand’s elevated tone, while ensuring each message lands instantly in-feed, where attention is limited and clarity drives engagement.
Static Image Ads
(three variations)
Carousel Ad
(three-slide sequence)
[Spec Piece]
Challenge/Need: Communicate the breadth of Plum Guide’s offerings while maintaining a consistent premium perception across all environments.
The goal was to show that no matter the destination, every stay meets the same high standard—and to create a sense of desire strong enough that the viewer can picture themselves there and wish they could stay longer.
Solution: I created a three-slide carousel structured to sustain attention across frames, guiding the viewer through distinct travel environments while reinforcing Plum Guide’s consistent premium standard.
Each slide represents a different type of stay (mountain, tropical, city), paired with messaging that reflects its unique feel: relaxation, adventure, and a refined, culture-rich escape.
Across all three, the copy reinforces a consistent message: no matter the setting, every stay meets the same elevated standard.
The copy remains minimal and refined to complement the visuals, allowing the environments to carry the experience, while the messaging reinforces Plum Guide’s consistent standard of quality.