Advertising Week: Caroline Levere on Black Friday Creator Ads That Perform
The following is a summary of a byline written by Caroline Levere, SVP of Performance Creator at New Engen, published by Advertising Week in October 2026.
SEATTLE, WA – In her Advertising Week byline, “Your Best Black Friday Ad Might Be the One Your Brand Team Hates,” Caroline Levere, SVP of Performance Creator at New Engen, explores why the most effective holiday creator ads aren't always the most polished—and why brands should pay closer attention to what actually drives results.
The goal should not be to make every creator ad look perfectly on-brand. It should be to understand which creative is actually driving results, then know what to scale when competition and media costs increase.Caroline Levere, SVP of Performance Creator at New Engen
Rather than forcing every creator ad to match traditional brand assets, Caroline encourages marketers to establish clear guidelines while leaving room for creators to experiment. The key is understanding the difference between content that's truly off-brand and content that simply looks different.
She also emphasizes the importance of testing ahead of the holiday rush. October is the time to identify what resonates, so brands can scale proven creative during Black Friday and beyond. Sometimes, that means adapting an existing high-performing creator ad with a promotional message rather than starting from scratch.
Beyond creative strategy, Caroline reminds marketers that making it easy to buy matters just as much. Clear messaging, short-form videos, and helpful information about shipping, returns, and promotions can make a meaningful difference during the busy holiday shopping season.
The takeaway is simple: the best-performing holiday creative might not be the most polished. Brands that give creators room to be authentic, test early, and follow performance insights will be better positioned to make the most of Black Friday.
Read Caroline's full Advertising Week article to learn how brands can build more effective creator strategies for Black Friday and the holiday shopping season.
