This campaign was a refresh on a previous paid social campaign we did for the Speech@NYU program. Our challenge, especially for Facebook and Instagram, was adding enough relevant value props to the ad while passing the 20% rule and keeping the ad as legible as possible. We had to remove several of the altruistic value props and focus on requirements and hard value and opted to utilize the altruistic copy in the ad description. We landed on about 150 variations for our ad ops team to test.