PAID DIGITAL CHANNEL

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.

GCD: Joshua Hernandez, CD: Vincent Skyers, ACD AD: Sam Fitzgerald, ACD CW: Mackenzie Nielson, Motion Designer: Michael McAdams

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 below, and find our learnings here.