AMBER LATHAM

amberiona.l@gmail.com

AD CREATIVE + STRATEGY

Talking Tables: Meta Ad Campaign Design

The Brief

Paper napkins are a core product category for Talking Tables, and with the launch of their vertical format, summer motif napkins, they were keen to support the launch with an integrated campaign that highlighted the napkins as a hero product.

Campaign goals:

  • Include organic creative across a variety of formats, including lifestyle photography, UGC content, graphics and short-form video for Reels/TikTok.

  • Include paid creative optimised for Meta ads, tailored to specific audience types and placements.

  • Focus on Top-of-Funnel engagement, prioritising storytelling and brand familiarity.

  • Highlight the brands’ variety of trend-led, sustainable paper napkins and how they provide a simple way to elevate at-home gatherings.

Paid Creative

I developed the creative for a collection of B2C Meta ads. As the brand has more familiarity within B2B circles, the focus was top of funnel engagement - building recognition with B2C audiences as a brand associated with hosting and trend-led decor pieces.

One set of creatives I designed was the collage collection shown above, which was used both organically, and within a paid carousel ad.

My aim was to keep napkins at the centre of the visuals, provide a snapshot of what Talking Tables’ sell to new leads and to increase basket size of any converting orders by showing matching products.

I also wanted to build on the popular ‘choose your style’ format of content, which encourages users to swipe through mood boards and pick their favourite.

Organic Social Strategy

Above is a view of the company Instagram grid which shows the content I curated for April 2026. Using the napkin creatives as a starting point, I balanced them out with a mix of people-focused video content and lifestyles from the adjacent campaign focused on birthday candles.

On being given greater control over the Instagram feed during this time, one of my aims was that anyone landing on the company’s profile would immediately know that they sold homeware, partyware, and that their products are fun, colourful and design-led.