Paid Social
Refresh
MasterClass brand team initiative to develop a diverse library of new design approaches aimed at reducing creative fatigue and maintaining signature brand expression at scale.
Project
MasterClass Brand Playbook
What I did
Design
Motion
The Challenge
MasterClass utilizes paid ads to drive customer acquisition. Overall cost per acquisition (CPA) for paid statics overall have been on the higher end broadly. Even for high converting statics, we noticed a steeper fall-off of efficient ad spend over time. Our hypothesis led us to a few culprits:
1. Awareness marketing budgets have been slashed. This puts more pressure on paid ads to compress consideration and conversion into 1 step.
2. The prominence of reels and an algorithmic preference for engaging video content put impossible pressure on statics.
3. Stagnation in varied paid layouts, and the inability to reinvent the wheel during tight campaign launches led to ads that fatigue at faster rates.
The Opportunity
The mission was to create a diverse library of motion templates that can deliver engaging and memorable paid ads to build awareness, be legible enough to convert, and evolve signature brand elements for own-ability & recall across any campaign.
Applications
The Impact
Short form video based templates showed improved click through rates (CTR's). With a more varied set of assets, the median CPA trended lower, and campaigns were able to run longer. Because of this, short form animation became more interwoven into our paid toolkit. This project became a catalyst for a two way conversation between brand design and the video team. The video team started utilizing some of these patterns in trailers, further strengthening awareness and recall across the marketing funnel.
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