Project Brief: "Nutrients Then vs Now"
Objective:
The goal of this video was to create an engaging and informative advertisement that would drive sales through Facebook, targeting health-conscious consumers by comparing nutrient values in foods from the past to the present.
My Role:
As the lead on this project, I was responsible for casting, scriptwriting, directing, producing, and overseeing the final delivery of the video to Facebook media buyers.
Challenges & Solutions:
The initial iteration of the ad did not meet expected performance metrics. By reassessing our approach and making targeted changes to the advertisement, we significantly improved its effectiveness, ultimately achieving a very favorable return. This project was a testament to the value of persistence and iterative improvement in advertising.
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: Worked closely with a production coordinator and a creative director, totaling a team of three, focusing on scheduling and script refinement.
Production: Managed a production team of five, overseeing the shooting process to ensure alignment with our vision.
Post-production: Collaborated with three team members, including a talented editor, to refine the final video product, ensuring it met our strategic goals.
Professional Growth:
This project was a valuable learning experience, providing insight into effective team management and the importance of adaptability in creative projects. It underscored the importance of not only having a good initial concept but also being willing to adjust and improve upon it to meet market demands.
Timeline:
The entire project spanned approximately one month, from initial pitch and scriptwriting to the final publishing at the beginning of the year.