Anker Social Video Ads
THE GOAL
Social Video Ads That Convert
My short-form video ads initiatives for Anker debuted during Independence Day on July 4, 2019. In the past, shoehorning TV way of video storytelling into social media platforms has harmed the effectiveness of Anker’s video campaigns. In 2019, my role was to help Anker to quickly swift its video strategy to fit into social media platforms. I served as a strategic partner and regional art director providing local market insights and creative to kick off Anker’s first short-from video initiatives.
Role: Art Director, Strategic Researcher | Produced at: Anker | Client: Anker Brand Team
THE STRATEGY
4 Social Trends That Shape Video Ads, 2019
Working alongside with Anker’s Regional Brand Manager, I researched and shared below market insights with the Anker’s regional design teams.
Storytelling
Humanizing the Brand
Keeping it Short
Unconventional Formats
THE PILOT
Anker’s 1st Vertical Social Video Ad
To test and evaluate the Social Video Ads strategy, and to leverage the marketing opportunities of Independence Day, I was funded to lead a pilot experiment for an Independence Day 2019 ad in 4 days. The pilot has carried out below key strategies from the research:
KEEP IT SHORT
Viewer’s attention spans are super shot, so instead of adapting old assets, I led the team built custom short-form creative and arrange the content in a new way that drew attention right from the beginning .
GO VERTICAL
We used a mobile-first approach to made sure that the video works well vertically on mobile’s full screen. The world’s mobile traffic is now video and audiences now spend more time watching video on their mobile devices.
RESULT
The pilot ad ran on Twitter, Facebook Feed, and Instagram Feed and Instagram Story, and achieved:
CTR: 334% increase in overall Click-Through Rate of Twitter, Facebook, and Instagram
CPC: 86% lower in Cost Per Click
Compatible Across All Aspect Ratios
VERTICAL | HORIZONTAL | SQUARE
My research accomplished all of Anker’s strategic goals.
My 2019 Social Video Ads Strategy materials influenced over 40 brand managers and designers across the company. It helped shape Anker’s social video ad strategy and gain awareness across social media channels.
334%
increase in overall Click-Through Rate of Twitter, Facebook, and Instagram
86%
lower in Cost Per Click of Twitter, Facebook, and Instagram
100%
of Anker Brand Managers have acted on my social video ads suggestions
1
mention of this video ad on Twitter Advertising Official Account
Art Director & Lead Designer: Edith Chan Copywriters & Graphic Designers: Tiffany Zhang, Lili Fang CGI Artist: Quanlin Su
Other Short-Form Square Social Videos
Square Social Motion Design
