Creative Strategy | Digital Production | Paid Social Creative | Interactive Digital Activation | Programmatic Display | Campaign Execution
Creating High-Engagement, Interactive Ad Experiences for J.Crew:
During the peak of Facebook Canvas ad units as the most engaging ad format on the platform, I led the strategy, design, and execution of fully interactive digital experiences for J.Crew’s social campaigns. These immersive, full-screen ad experiences were designed to drive engagement, increase time spent, and convert sales through seamless mobile storytelling.
Working closely with the J.Crew team, I helped identify key product focuses for both sales growth and brand awareness. I then strategized and art-directed creative that would maximize performance on social, integrating brand storytelling with commerce to increase engagement and drive conversions.
J.Crew & PMG
The Challenge:
J.Crew needed high-performing paid social creative that would stand out in a competitive fashion landscape while driving both engagement and direct response sales. Facebook Canvas ads provided an opportunity to go beyond static ads and create fully interactive, scrollable, and immersive experiences that kept users engaged longer and encouraged deeper brand interaction.
The challenge was crafting interactive storytelling that felt native to the platform while also reinforcing J.Crew’s brand identity and product focus. Every element—from video integration to interactive product displays—needed to be optimized to keep users engaged while seamlessly guiding them toward conversion.
Our Solution at PMG:
At PMG, we leveraged data-driven creative strategy to build engaging, conversion-focused Facebook Canvas ads that combined interactive storytelling with seamless e-commerce integration.
One standout campaign was for J.Crew’s exclusive Horoscope T-Shirt Collection. I designed a fully interactive Facebook Canvas ad unit that blended brand storytelling, product promotion, and cultural engagement.
Integrated branded video content featuring J.Crew employees discussing their zodiac signs and personality traits
Designed engaging horoscope content to pull users into the ad experience, increasing time spent
Strategically placed shoppable product features to seamlessly encourage conversions
By combining entertainment and commerce, we created an experience that kept users engaged, increased time spent within the ad unit, and directly influenced purchases.
My Role: Art Direction, Creative Strategy, Graphic Design, Client Services
As Art Director for Digital Production, I led the creative strategy, design, and execution of these interactive campaigns, ensuring that each Facebook Canvas ad was not only visually compelling but also optimized for performance, engagement, and conversions.
I worked directly with J.Crew to identify key brand and product priorities, then translated those objectives into interactive digital experiences that drove both brand awareness and measurable business impact.
Through strategic design, platform expertise, and data-driven creative execution, our team delivered campaigns that deepened audience engagement, increased time spent, and directly contributed to J.Crew’s digital sales growth.
The Results:
The J.Crew Horoscope Facebook Canvas ad unit was one of the brand’s highest-performing interactive social campaigns, delivering exceptional engagement and conversion results:
Higher Engagement: The Horoscope Canvas ad kept users engaged for an average of 32 seconds, a 5.3x increase over J.Crew’s standard social ad engagement time of 6 seconds. The interactive horoscope content encouraged deeper exploration, with 41% of users scrolling through multiple sections before exiting.
Increased Conversion Rates: The combination of branded video, personalized zodiac content, and shoppable t-shirts led to a 24% increase in conversion rate compared to standard static ads. Click-through rates (CTR) were 2.1x higher than J.Crew’s average paid social CTR.
Stronger Brand Retention: The interactive storytelling approach boosted ad recall by 46%, with 39% of users engaging with multiple elements within the Canvas unit, such as watching the brand video or tapping through horoscope sections before clicking to shop.
These results cemented Facebook Canvas as a key interactive ad format for J.Crew, leading to continued investment in immersive digital experiences that merged brand storytelling with performance-driven creative. Throughout our partnership, we continued to push the boundaries of interactive social campaigns, developing high-engagement creative that resonated with J.Crew’s audience and directly contributed to sales growth.
© PMG Advertising Agency - Work done while at PMG