PERFORMANCE MARKETING

Scroll

client

Xero

year

2025

duration

-

location

Auckland, New Zealand

overview

Performance marketing is all about speed, scalability and consistency. Since 2024, I’ve been transforming Xero’s static ad creative into motion that feels alive while staying on-brand, producing over 100 Smartly templates across promos, supercharged assets and UGC formats for NZ, AU, the US, the UK and the rest of the world.

The motion pays off. In Xero’s FY25 lower-funnel Q1 results on Meta, animated assets reached a 0.43% CTR, ahead of standard video at 0.30% and static images at 0.24%.

approach

Each template is built with dynamic branding, copy and CTA elements. That lets the team update content and output every aspect ratio without rebuilding from scratch, and custom logic turns the animation systems into templates that adapt quickly to new campaigns and markets.

AI supports the process in two places: ideation up front, and adding ambient motion to certain static assets. The real craft is in the balance, keeping Xero’s tone, rhythm and design integrity intact as the work scales across channels and audiences.