Lower funnel Snapchat’s always-on campaigns are live throughout the year, updated every season with relevant trendy styles.
They are product oriented and focused on conversion.
We worked in collaboration with Snapchat account team and Hi-Tide - our Snapchat creative agency - who created the following videos.
role
Leading the project and ideation with the internal and external team, creative oversight, creative brief, feedback & direction through discovery process to implementation.
THE TEAM:
Design & Animation: Hi-Tide Agency
Design Zalando: Yanwolf Hoffman
Creative director: Teresa Jimenez
The Task
Alongside our performance team we have drafted a brief to the agency and kicked off the creative ideation with them.
We wanted to focus on offer testing to understand which message resonates more with our Snapchat audience and converts them;
Our main USPs
Free delivery & returns / Buy now pay later / 100 day returns etcOr our product categories themselves
Sneakers / Sportswear / Beauty etc
Our aim is to find 1 visual direction to cater to both contents, to allow us to have a clear connection between the ads performance to the subject presented, rather than to visual creative difference.
The brief posed the following needs and limitations:
Quick turnaround & refresh time
No additional production budget
Snapchat specific visual approach
This meant we would utilise assets from our site - using PDP images to allow us to avoid additional licensing, as well as tap into a large array of products to choose from and therefor easily update the visuals.
For the Snapchat relevant visual approach we have collected relevant moods and built upon them, as seen below.
Snap style creatives
Every marketing channel should hold video ads that are visually relevant to their best practices, native to the platform, and will resonate well with the target audience.
For Snapchat - this means vey graphic, bold, and colourful.
Our mood boards and brief were based on organic and paid social ads, colourful, bold, clear and fast paced.
The videos
See Hi-Tide’s full overview of the project here
We opted to work with cutouts of the models and product, combine them with a seasonal color palette, alongside our line-art brand elements to help highlight the movement - and match it with an upbeat audio.
These now allow us to test the following:
Colors
Model first vs product first
Categories
Supers
CTA