Vidsy + Gumtree
During this campaign you supported 18 UK creators.
The Creative Articulation
For this campaign we wanted to create a series of videos that would help Gumtree get users to download the app.
We focused on the furniture both indoors and out to grab people's attention and to get them to interact and engage with the content.
Each video features a different way of telling the story as well as different characters and locations. With all this variation comes lots of opportunity for testing.
When creating this content we focused on three key themes:
- Relatability - We wanted homes that felt realistic and items that people would actually buy
- Authenticity - From actions to shooting style we wanted to make it fit in with the sort of content you would see in your FB feed.
- Tongue-In-Cheek - A little bit of cheekiness goes a long way on social so we wanted to ensure that the pieces had something exciting to keep us engaged.
Below you'll see some examples of how we've ensured that the content fits with social:
🎉Contextual Relevancy 🎉- It's summer so we've focused on some awesome outdoor pieces for the long summer days and some nice indoor pieces for when it all gets a bit too hot!
✏️Messaging ✏️ - Messaging can be adapted across different places to try different propositions as well as connecting with different audiences.
🏃Pacing 🏃- Grabbing the attention of the viewer can be tough on social so we're focused on ramping up the energy to ensure that there's lots of things to entertain right from the off.
🔇Sound Off 🔇- Content can all be understood with sound off and delights with sound on.
📈Creative Variance 📈- Each piece is unique meaning it's perfect for testing to understand what is engaging with consumers to influence future content.
We've got a couple of examples of overlays to showcase some of the different messages and styles we're keen to bring to the content.
Once you've selected the 5 videos to move forwards with we can refine and alter the overlays to fit perfectly 👍🏻
Overlay 1 - Space savers - playing off that itch of wanting something to purchase!
Overlay 2 - Excitement + Enjoyment - grabbing the attention of the viewer before showing them how to get the same feeling
Overlay 3 - I've been thinking - We've all got something that doesn't quite work/fit and this is the perfect way to showcase getting something new!
Overlay 4 - Awesome upgrades - It's summer time NOW! This is the perfect opportunity to get something that really makes you feel happy.
Overlay 5 - Perfect Fit - There's heaps of options on Gumtree and with this overlay we can highlight some of the variation and options that are exciting to discover and explore nearby.
Below you will see 25 videos from which you can select 5 to license.