I led on social creative for Suzuki Cars UK, driving a sustained increase in key metrics across multiple campaigns.
It feels as though there are plenty of brands still dragging their feet when it comes to campaign creative on social media platforms.
It’s a bit of a cliche these days, but it’s also true that many organisations are still attempting a one-size-fits-all approach to ads – often (infamously) the TV footage in a different aspect ratio.
Suzuki were one of the brands who saw the value in platform-first creative early on, and I was lucky enough to be able to lead on social creative on a number of campaigns as part of the team at Jellyfish.
Working with creative and production teams, I was responsible for overseeing the development and delivery of ads which felt like they were made specifically for social.
Sometimes that meant working with the TV shoot, but capturing the same idea in a more social media-friendly way.
Sometimes we’d come up with something completely new, but which still felt like a cohesive part of the overall campaign output.
Whatever the approach, the result was still the same: Ads which have been designed with the platform in mind absolutely wipe the floor with traditional creative.
Across three campaigns, the bespoke social media ads we produced delivered a 450% increase in 3s view rate, a 200% increase in average view duration and a 400% increase in thruplay rate.