Ad Policy for Brands
Client: L'Oréal, Coca-Cola, Procter & Gamble, ABInBev
Responsibilities: Instructional Designer, Ad Policy SME, Content Development, Visual Design, Project Management
Problem: Global brand partners frequently encountered ad policy violations when launching multi-market campaigns due to limited awareness of region-specific advertising regulations. These violations disrupted campaign launches and impacted brand performance on TikTok.
Solution: I created industry-specific ad policy handbooks that translated TikTok’s global advertising policies into actionable, brand-relevant insights. Each playbook provided tailored, easy-to-apply guidance based on the brand’s product category and geographic focus, empowering marketing teams to confidently launch compliant, high-impact campaigns across regions.
Audience: Advertisers, Creative Agencies
Tools Used: Canva, Adobe Creative Suite, Adobe Stock, Docs
Impact
Process
Following ADDIE and design thinking principles, I collaborated cross-functionally with policy experts and advertiser experience teams to ensure the learning solutions were both strategic and user-centered:
Analysis:
Partnered with advertiser experience teams to review campaign performance data and identify common patterns of region-specific policy violations.
Conducted needs assessments to better understand gaps in brand knowledge and pinpoint areas where regional nuances created confusion.
Instructional Design:
Designed a plug-and-play handbook template and visual style guide to support consistent, scalable future development.
Prioritized clarity, brand relevance, and actionable advice in the structure and tone of all handbooks.
Content Development:
Developed a comprehensive Beauty Ad Policy Handbook for L'Oréal, proactively addressing regional nuances and recurring client frustrations.
Produced additional vertical-specific handbooks to support major global campaigns, including Coca-Cola, Procter & Gamble, and ABInBev ahead of the 2024 Paris Olympics.
Compiled individual vertical handbooks into a master file to streamline access to ready-to-use policy training content for internal teams.
Collaboration:
Worked closely with advertiser experience leads (SMEs) to validate content accuracy and ensure the handbooks addressed each client’s unique needs and campaign objectives.
Development
The Ad Policy for Brands project is a selection of global handbooks (104 pages) made up of a general ad policy, beauty ad policy, food and beverage ad policy, and home care ad policy handbooks. These handbooks were designed with the ability to scale and customize for specific client needs.
*Note this is not the complete handbook but only a preview of a selection of pages.
*Note this is not the complete handbook but only a preview of a selection of pages.
