Get

Marketing Video Set

Creating new marketing content to increase user awareness and interest for the main features available within Get's platform.

Role

Art Director

Design Strategist

Asset Designer

Project Teammate

Gavin Sew (Asset Modeller + 3D Animator)

Result

3x increased traffic to Get's website landing page

2x increase in interaction over previous ad campaign

Marketing Design Strategy Art Direction

Understanding the Users

The core target audience for Get are students in Universities and pre-University educational institutions, ranging from ages 16 to 24.

Through previously conducted user research and interviews, it has been established that our target user persona spends a lot of time consuming social media content, primarily on Instagram. A significant majority of our surveyed respondants revealed that they viewed Instagram Stories from their peers more frequently than their Instagram posts. They consumed more short video content than content that only consisted of static imagery.

Deciding on the Medium

Following the common themes and findings from preliminary user research results, combined with A/B testing done through Facebook ads, the following conclusions were made:

  1. Running paid marketing ads on Instagram would yield more views than on other platforms
  2. Using content in a short-form video format would increase metrics (e.g. Watch time, engagement rate, conversion rate) when compared with static image content
  3. When running marketing ads run on Instagram Stories, capturing viewers' attention within the first 2 seconds is vital for performance metrics such as retention, engagement, and conversion

Framing the Content

Having set on producing short-form videos to be used on Instagram, the team decided to focus on producing 1 video for each main feature, and 1 separate video as a general feature video for the Get platform. Each video would be exactly 15 seconds in duration, with a captivating hook within the first 2 seconds.

To showcase the features of the Get platform in a native context, the art style of using motion graphics was adopted. This allowed us to display user interactions within the Get mobile app, and the benefits of using Get.

4 videos were planned for production:

  1. Feature: Ticketing
  2. Feature: Memberships
  3. Feature: Merchandise Sales
  4. General Video with 3 above features

The content strategy was mapped up by identifying important themes for each feature, and also identifying common themes across the 3 features for inclusion in the forth video (general features). A detailed beat sheet was drafted to serve as a close guide for visuals and copy to be created for the videos

Content planning: Identifying themes for each feature
Beatsheet for general feature video, common themes identified from
Beatsheet for membership feature video

Team Collaboration

I drove content and design strategy, as well as the overall management of the art direction of the videos. Additionally, I created most of the assets to be used in the video.

I worked very closely with Gavin, who was in charge of modelling the assets and animating them for our motion graphic video.

Completed Videos