Creative Brief: Host Family Recruitment Meta Ads
Client: Youth For Understanding - YFU USA
Project: Paid Social Campaign | Meta (Facebook & Instagram)
Project Overview:
Youth For Understanding (YFU USA) aimed to increase awareness and drive qualified interest in host family recruitment through paid social. The goal was to create scroll-stopping Meta carousel ads that felt human, emotional, and authentic—while clearly communicating the impact of hosting an exchange student.
I concepted, designed, and executed a series of three-frame carousel ads, each built as a cohesive story unit. Each carousel guides viewers through a short narrative—introducing the experience, highlighting the emotional reward, and ending with a clear call to action.
The campaign was designed and optimized for Meta placements, including Facebook and Instagram feeds.
My Role:
Campaign concept and creative direction
Campaign concept and creative direction
Carousel ad design and sequencing strategy
Copy hierarchy and visual storytelling
Layout optimization for Meta ad formats
Collaboration with the marketing team to align creative, messaging, and performance goals
Creative Approach:
Each carousel was intentionally designed as a three-part sequence, with every frame building on the previous one:
Frame 1: Emotional hook to stop the scroll
Frame 2: Personal connection to the hosting experience
Frame 3: Clear value proposition and call to action
The visual system balanced warmth, authenticity, and clarity—using real student stories, approachable typography, and strong brand alignment to ensure consistency across paid placements.
Results:
Consistently strong engagement across Meta placements
One carousel averaged approximately 2.8K link clicks per month, with consistently strong engagement across Meta placements.
Contributed to sustained awareness and lead generation for host family recruitment
Meta Carousel Ads:
Why Carousel?
Carousel ads allowed us to tell a more complete story in a single placement—guiding users from curiosity to emotional connection to action without overwhelming the message in a single frame.
Why Carousel?
Carousel ads allowed us to tell a more complete story in a single placement—guiding users from curiosity to emotional connection to action without overwhelming the message in a single frame.
Platforms:
Meta Ads (Facebook & Instagram)
Meta Ads (Facebook & Instagram)
Carousel format, mobile-first design
