Tell us about a time when an advertising campaign did not meet its intended goals, and how you analyzed the situation and made improvements.

@jalon.vandervort 

When answering this question, it's important to demonstrate your problem-solving skills and ability to learn from failures. Here's an example of how to structure your response:

1. Explain the situation: Describe the advertising campaign that did not meet its intended goals. Provide context about the campaign, the goals that were set, and the intended outcomes.
2. Discuss the results: Explain how the campaign fell short of its intended goals. Provide specific data points and metrics that demonstrate the campaign's lack of success.
3. Analyze the situation: Discuss how you analyzed the situation to identify the root cause of the campaign's failure. Explain the steps you took to gather data, analyze results, and determine the reasons for the campaign's lack of success.
4. Make improvements: Describe the actions you took to make improvements to the campaign. Explain how you used the insights gained from your analysis to make changes to the campaign strategy, messaging, or tactics. Provide specific examples of the changes you made and how they improved the campaign's performance.
5. Reflect on the experience: Finally, reflect on what you learned from the experience. Explain how the failure helped you grow as a marketer and how you have applied those learnings to subsequent campaigns.

Example answer:

In my previous role as a marketing manager, I led an advertising campaign for a new product launch. Our goal was to generate awareness and interest among our target audience, with the ultimate goal of driving sales. However, after the campaign launched, we found that we had not met our key performance indicators (KPIs).

Upon analyzing the situation, we discovered that our messaging was not resonating with our target audience. We had assumed that our product would appeal to a wide range of customers, but we had not done enough research to understand the specific pain points and motivations of our ideal customer.

To address this issue, we conducted additional market research and gathered feedback from customers. Based on this feedback, we adjusted our messaging to focus on the specific benefits that our product provided to our target audience. We also made changes to our creative assets to ensure that they were more visually appealing and engaging.

As a result of these changes, we saw a significant increase in engagement and click-through rates, which ultimately translated into increased sales. This experience taught me the importance of doing thorough research and truly understanding your target audience before launching a campaign. It also reinforced the importance of being willing to make changes and adjustments based on data and feedback.