Creative · Video Editor · Director
40'' Promo
20'' Refresh Promo
Channel Takeover
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PAID SOCIAL
I cut performance spots that went live across Facebook and Instagram for testing and overall they did quite well.
The clip lift did the best
achieving a 24% VTR, but the promos still performed well.
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Reach was over 20 million people - outperforming our usual engagement rate for this type of campaign.
Boosted brand awareness and ad recall showing that the creative really resonated with our target audience.
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Learnings:​
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Simple, attention-grabbing creatives perform better - especially with talent-fronted intros and topics like 'armed robbery'
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Refining audience targeting (like focusing on Pop Culture Buffs) increased effectiveness
Key Art
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Overnights
Against a tough 9pm movie-led slot the launch did 51k and a 0.45% share which was about 32% up on W’s 52-week slot average. We didn’t beat the big film channels in raw volume, but we beat our benchmark and the day share for W was up 12% vs typical Sundays.