A Slow-Motion Spectacle
MOO is an online print and design company offering a range high-end card stock and finishes on their assortment of stationery products.
The project goal? To highlight MOO’s specialised product features, driving consideration to a mid-funnel market across social media in less than 10 seconds.
The result? A gold Telly Award, and the highest CTR and engagement for the company.
The Challenge
Whilst also driving consideration for the brand, a secondary goal MOO desired was to improve the performance of its video ads to reach the same high level of engagement as its still photo ad spots.
The solution needed to address the following objectives whilst working within the social platform’s limitations.
1. Feature the product, clearly spotlighting the features.
2. Increase CTR, site visits, and conversions.
3. Must be optimised for a natively sound-off environment.
4. Less than 6-10 seconds to make an impression.
5. Work in a variety of formats for various platforms; widescreen, square, vertical.
The Concept
To catch the attention of social media users , we wanted to focus on creating an eye-catching, dramatic moment that builds anticipation and has rewatch value. We crafted 4 uncut slow-motion spots each focusing on a separate feature that is revealed after a satisfying cascade of elements rain down onto the card.
The Result
The campaign marked a record-breaking milestone for MOO, becoming the highest performing paid social content. The videos had doubled the last CTR, making it the lowest cost per click for MOO.
The series of ads went on to win a gold Telly Award for ‘Best Social Series’ and also in, ‘Social Video’.
Credits
Concept: Matt Avery, Ka-Lok Ho
Director, Editor: Ka-Lok Ho
Photographer: Rob Wilson
For more projects and case studies visit www.eruditepictures.com
Or feel to join me on Instagram where I post daily @kalok.ho
