The Challenge
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.
The Concept
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
Slowed Down
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 videos need to be modular to allow for native resolution viewing on each platform. Top: YouTube Pre Roll. Bottom L to R: Instagram Promoted Content, Instagram Sponsored Stories, Facebook Ad Carousel.
