PAID DIGITAL CONTENT FOR SMILEDIRECTCLUB
My partner and I are the creative leads on the Paid digital portion of the business. In order to keep the day-to-day work going, there are some basic elements we need to create the content.
First, we developed a How It Works video to explain the process of starting a Smile Journey. This piece shows and tells future Club members what to expect. Though the entire minute-long piece is a narrative of the journey, it’s modular in nature, so each piece can be cut up and rearranged to create various pieces of content we’ve leveraged across our platforms.
Digital video.
We broke the video into segments that explained the smaller steps within the larger journey. The shorter pieces work as visually-appealing, stand alone content, but also as snippets to break up user-generated content, brand photography, art cards and more. Below are some examples of how these worked across social platforms such as Facebook, Instagram, Pinterest and Twitter.
User-generated content.
Next, we worked with Ready, Set to create UGC-style in-use and testimonial clips to pair with our animations. Simultaneously, we tested imagery, copy, video length, style, lighting and more to develop a Paid digital evergreen strategy. See some examples pf UGC combined with How It Works below, and find our learnings here.
CREDITS:
Associate Creative Director: Sam Fitzgerald, Mackenzie (Nielson) Fitzgerald
Motion Designer: Michael McAdams