A Slow-Motion Spectacle
MOO.COM — PAID SOCIAL CAMPAIGN
MOO is an online print and design company positioned as a premium option for creative-professionals and businesses, 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.
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.
Feature the product, clearly spotlighting the features.
Increase CTR, site visits, and conversions.
Must be optimised for a natively sound-off environment.
Less than 6-10 seconds to make an impression.
Work in a variety of formats for various platforms; widescreen, square, vertical.
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. With a less is more approach, 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.
At the time, Facebook and Instagram had launched a carousel format which was made available for paid-social ads – with this in mind we used it to our advantage to develop a series of short striking ads.
Fast Paced Content
With strategy at the forefront, the concept was born with the brand TOV and ‘ingredients’ in mind. The quintessential MOO tone combines a helpful approach with a playful and witty voice.
Each spot lasted between 6-10 seconds depending on the platform, with the exception of a 30-second cut released as a YouTube pre-roll, combining all four versions into a frenetic explosion of colour.
The spots were also localised for EU markets in Germany, Italy, Spain and France.
The campaign marked a record-breaking milestone for MOO, becoming the highest performing paid social content – including previous photo ads. The videos had doubled the last CTR, making it the lowest cost per click for MOO as well as CPA. With 50% of viewers watching at least 50% of the entire video.
The series of ads went on to win a gold Telly Award for ‘Best Social Series’ and also in, ‘Social Video’.
EXECUTIVE CREATIVE DIRECTOR