ROLES: CREATIVE DIRECTION, TEAM DEVELOPMENT, PERFORMANCE OPTIMIZATION, CHANNEL STRATEGY, STORYBOARD AND CONCEPT DEVELOPMENT
Situation:
Digital video was identified as an under utilized and under tested lever for building engagement and customer acquisition for David's Bridal.
Task:
Targeting the Spring 2017 season I was challenged with leading creative direction and strategy for video storytelling for content across all digital channels.
The video creative strategy ranged from ideation of themes to mapping capture plans for on set, sourcing, directing talent and supporting the continuity of video execution and delivery.
Action:
Core to the creative video strategy plan was mobile and social first customer acquisition. This focused on testing short format (under 15 seconds) video segments in paid channels that could drive traffic and website registrations.
Secondarily, longer format seasonal themes and brand experience videos would be created to live on DavidsBridal.com as well as in pre-roll video ads for like Hulu and YouTube.
On-site video placement examples:
The first key editorial shoot segment map was conceived around "micro moments" in a destination wedding. Each micro moment was mapped out with the intent around trending wedding hashtags and popular emoji oriented themes like international friendship day, bouquet toss, kisses and first dances.
Result:
The brand’s digital video initiative generated a year over year lift in traffic through paid and acquisition video placements including brand's first-ever Facebook Canvas, Instagram Stories ads and IGTV.
Organic traffic from video content further also delivered lift. The program was extended every season since and the editorial digital video strategy is still core to content process at David's Bridal.
Creative Direction Catherine Mouttet, Additional Layout: Meghan McGinley Videography Carlos Nunez and Steve Holland. Video Editor Steve Holland Executive Creative Director Fredrik Peterhoff
Examples of how the shorter form "micro-moment" themes.