I led the content strategy and wrote the copy for Facebook and Instagram posts supporting Georgetown University's annual brand campaign. For these ads, I ran a combination of A/B and multivariate tests, looking at both individual pieces of copy (headline, body, description) as well as copy combinations to determine the top performers. I also tested factors like using prompting questions (e.g., “Frustrated with Your Job?”) vs. statements (e.g., “Break Out of Your Rut”) and optimized the ads based on the results.