Project Brief: "Lawrence Bros - Carpool Karaoke Style"
Objective:
The project aimed to boost sales for a protein supplement by leveraging the popularity of carpool karaoke-style videos. The idea was to create an engaging and authentic interaction with influencers to enhance the genuine appeal of the video content, thereby attracting a broader audience on YouTube.
My Role:
I was responsible for the production, writing, and pitching of the concept, and I managed the overall execution and delivery of the video to Youtube media buyers. My role was pivotal in ensuring the content aligned perfectly with our marketing goals and was engaging for our target audience.
Challenges & Solutions:
One significant challenge was to integrate the carpool karaoke format with our influencers in a way that seemed natural and not forced. The goal was to subtly introduce our hero and the product, Tony Horton and his protein supplement, through genuine conversations and interactions in the video. This approach was designed to keep the viewers entertained while organically weaving in the product mentions and benefits.
Outcome & Metrics of Success:
While specific metrics are covered under an NDA, I can confirm that the campaign successfully met all predefined goals concerning budget spend, revenue, ROI, and average order value over the initial week and throughout the ad’s lifetime. This success underscores the strategy's effectiveness in leveraging cultural trends to enhance product visibility and sales.
Team Collaboration:
Pre-production: Collaborated with three team members, including a production coordinator and a creative director, to fine-tune the script and ensure the pitch was aligned with brand values.
Production: Led a production team of five people, focusing on capturing the dynamic and engaging content needed for the video's success.
Post-production: Worked closely with three post-production team members, including a talented editor, to refine the video and ensure the final product matched the envisioned concept.
Professional Growth:
This project was particularly rewarding as it allowed me to explore creative ways to integrate advertising into popular video formats without compromising the content's authenticity. It also enhanced my skills in conceptualizing and executing content that resonates with today’s YouTube audience.
Timeline:
The project spanned a month, beginning with the initial concept pitch in early January and concluding with the final publication after a robust process of writing, casting, shooting, and editing.