Institute of Culinary Education (ICE) is one of the leading culinary schools in the world, with campuses in New York City and Los Angeles. Founded in 1975, ICE has established itself as a premier destination for culinary, pastry, and hospitality education. The school offers a wide range of diploma programs, recreational cooking classes, and professional development courses designed to equip students with the skills and knowledge needed to excel in the dynamic food industry.

ICE operates in a competitive advertising space with other big names with big budgets. Developing diverse creative, with copy that adheres to ICE compliance rules, and staying ahead of the creative fatigue cycle on META is a major challenge that requires the team to constantly develop new ideas and maintain tight project management to ensure timely new ad turnover.

• Create new ads regularly

• Refresh fatigued creative

• Develop intersting, eye catching copy without violating ICE's brand compliance rules.

• Ads with a sense of urgency - for example, pushing an enrollment deadline - were extremely successful

• If ads did not use urgency as their main focus, incuing tudents produced highly successful ads

• Video and GIFs were not outstanding performers, unles they adhered to the previous two rules

• Overtime, we have identified a 4 week fatigue cycle, in which the ads perform well, peak and then at week four decline rapidly and no longer produce results.

The focus for this client is to use the learnings from successful ad designs to beat the fatigue cycle. This involved refining feedback cycles and accelerating final production.