MOMENT
Crafting an Organic & Paid Campaign for Moment Bags

Objective

ROLES
Creative Direction
Visual Design
Video Editing

TIMELINE
1 Month

DELIVERABLES
Mobile & Desktop Landing Pages
IG Stories & Carousels
Tiktok/IG Reels
Paid Advertisements

As the designer in charge of the visual direction, I took the lead on a project for the Direct-to-Consumer brand Moment. We launched a fresh line of bags, specifically a collection of 3 fanny pack-style bags. Using assets from our internal production team, I ensured our art direction was consistently represented. Our campaign spanned multiple platforms, including responsive desktop & mobile landing pages, organic social posts, and paid advertisements.

Design Process

The initial phase centered on establishing the campaign's visual direction. At the outset of the creative journey, the bag's target audience was still being defined. Consequently, I conceptualized three distinct approaches for the launch campaign:

  1. Nostalgic and Vintage - Embracing the surge in film photography enthusiasts over recent years, this approach evokes a sense of nostalgia and vintage charm.

  2. Clean & Fashionable - Recognizing the male-dominated presence in the photo and video space, this approach caters to a creative female audience seeking functionality and aesthetics.

  3. Vibrant and Versatile - Presenting a versatile and inclusive option, this approach showcases a range of models engaged in diverse activities. It highlights the bag's adaptability for photography, hiking, day trips, and more.

Crafting Successful Short-form Content

When devising the content strategy, I emphasize data-driven decisions through experimentation and testing for better results. I follow a systematic approach to develop and test distinctive short-form video themes for every campaign I undertake. For this specific campaign, my process included the following five themes:

  • Product Showcase - Detailed tour of bag features, materials, and compartments for a clear understanding of functionalities and benefits.

  • Which bag is right for me - Persona-driven bag comparisons, aiding informed choices by aligning features with user preferences.

  • User Testimonial - Trust-building UGC-based testimonials from bag users, offering genuine insights and experiences.

  • How to pack the bag for X - Practical tutorials for packing bags tailored to specific activities, highlighting versatility.

  • Hype Reel - Energetic video, showcasing bags in real scenarios, creating excitement and emotional appeal.

Depending on the marketing budget allocated to the project, we have two potential approaches for paid advertising optimization:

We can run all five pieces of content and create multiple versions of each, each with different messaging or hooks. After a two-week testing period, we'll analyze the performance metrics and identify which content resonates the best with our target audience. The top-performing content can then be further tested and refined for use in a paid ad campaign.

Alternatively, we can utilize the same five content themes as dynamic ads. By assessing the performance of these dynamic ads, we can determine which themes generate the best Return on Ad Spend (ROAS). This approach allows us to adapt and prioritize creative themes that deliver the most impactful results.

When crafting creative content for paid advertising, referencing the Facebook Ad Library is a valuable practice. This enables us to gain insights into what strategies and creative elements are effective for competitors in the advertising space.

Results & Key Takeaways

Our final visual direction amalgamated aspects from various directions. While we admired the simplicity of the second direction, our goal shifted to a broader audience appeal rather than focusing on one persona.

Through tests with small groups, we found people were curious about the bag's capacity and appearance. This led us to prioritize a clean design, showcasing the bag stylishly and its versatile packing options.

In short-form video and ads, we learned that the first three seconds are critical. Engaging visuals or strong messaging are essential hooks.

Interestingly, our preference for dynamic hype reels didn't resonate. Instead, straightforward content answering questions like "What fits in the bag?" performed best.

Leveraging Moment's large organic following, we tested short-form content organically. Top performers became successful paid ads with a remarkable 3x+ ROAS.

Overall, the campaign was a success and our sling lineup became one of our best sellers that we ended up doing an influencer collab with in 2022.

Desktop & Mobile Landing Pages

Tools & Technologies Used: Figma, After Effects, Premiere & Davinci Resolve