Goal

The aim was to increase conversions; the canvases from Art your Voice are classic gift items, that's why Speekly's user-generated content ads (UGC ads) were intended to encourage people to give gifts.

Challenges of the brand

Emotions

The challenge was to bring an emotionally driven product closer to as large a target group as possible. Emotions are human and are therefore best conveyed to potential consumers through authentic creators using stylistic means such as music, which would not be possible through the sole use of image ads. Furthermore, human referral marketing generates trust through social proof.

Target group

The personalised canvases from Art Your Voice appeal to a very broad target group, primarily female, aged 25-60, due to its wide range of intended use.

Strategy

During this campaign we had 10 creators, two male and eight female, realise five different storylines, each of them also had three additional hooks.

Memories of a deceased pet, a wedding or the birth of a child, for example, are often captured by the personalised canvases. In order to test which occasion converts best within the target group, we decided to create 5 briefings for 5 different occasions. We also did not want to link the evaluation of the performance to one creator alone which is why we had each briefing realised by two different creators.

Creative Brief:

Art Your Voice relied on short 30 second UGC videos which was enough time to explain the product but not too long to lose the audience's attention.

Presentation of a magical moment:

In order to convey emotions as authentically as possible, the creators were allowed to choose their own magical moment or their favourite memory and describe it in the first few seconds of the video. The personal moments were presented in the context of one of the 5 briefed occasions. The 5 different focuses were: Wedding, gift for mum or dad, memory of your child and gift for Christmas (once with male creators and once with female creators).

Special feature of the gift:

After describing the personal memory at the beginning of the video, the majority of the videos depicted the product and the individual USPs such as adding personalised voice messages or videos through a QR code. The creators explained these functionalities with B-roll material and matching voice overs.

Hooks:

Various hooks were used for all 10 creators in order to carry out A/B testing with regard to the address in the first 3 seconds of each video. The hook variations in the first few seconds were used to test which approach best captured the attention of the target group at the beginning of the video and lead to the video being watched further.

On the one hand, the video started with a problem that many people could identify with (not knowing what to get someone as a present) and on the other hand, the need to capture special moments was also addressed. Lastly the hooks addressed that people don't say thank you enough to their loved ones.

Here are some example of hook variations regarding capturing memories:

Process

Speekly's managed service team supported the brand to ensure that the volume of the project could be handled smoothly. After an initial kick-off call, Speekly took over the creation of the briefings for the creators as well as the job order creation on the platform and the sourcing of suitable creators. Speekly also managed the communication with the creators, including the coordination of the ordering process for the creators' personalised canvases. The final creator videos were provided with background music, subtitles, call outs and CTAs by the Speekly editing team.

Denis Dasgin
CEO von Art Your Voice

The collaboration with Speekly was very professional right from the start. From planning and communication to the final realisation of the UGC assets - everything went very smoothly. The videos were very effective and had a strong conversion rate. In conclusion, I can only thank Speekly for the cooperation and look I forward to the next joint campaign!

During the call we will provide you with additional information on:

• the services we offer
• the video options you can select
• industry specific case studies
• promotions and packages
• customized services you might need

We are looking forward to hearing from you!