Zero to one: Automating support for “small-spend” advertisers

Problem: Meta was missing out on revenue due to account compromise-related churn among what the company called small spend advertisers. This area of business did not have budget allocated to provide customer support for these customers at the time.

Approach: In close partnership with UX research, product design, and product marketing, I led the content development of this step-by-step automated solution. 

Solution: The product was a series of steps that a support agent might run a business admin through in real-time, only the steps were automated. I carefully developed conversational, empathetic content that guided users along the authentication and verification processes to ensure businesses were able to regain access to their accounts and begin running ads again.

Results: An estimated $280M/year in retained ad spend was realized after the launch of this product.