IRONMAN 4X4 SOCIAL REELS
CASE STUDY
ANIMATION • EDITING
SOCIAL MEDIA MARKETING
FUNNEL STRATEGY • CREATIVE DIRECTION
Overview
This is a collection of social media reels that range from promotions targeted for conversion (bottom of funnel) to organic content for a broader audience (top of funnel).
Over this period of time, our marketing shifted from strictly paid/mid-bottom of funnel for conversion to going heavier into organic/top of funnel content for exposure and engagement.
Timeline
6 months
Project Scope
I was tasked with creating the concepts for each, then storyboarding, animating, and scheduling them. Afterwards, I tracked analytics on how well each performed to inform future action for creative. This included reach, impressions, retention rate (first 6 secs of each reel), and other KPIs.
Execution
The more polished assets were intended for CTA/conversion, and were edited with higher end software. The more raw assets were created primarily with a phone and were intended to be for entertainment and heavy engagement with a broader audience.
Conclusion
The bottom funnel CTA pieces yielded an average of 1-2% conversion rate, while the top of funnel reels gained increasingly higher to eventually record engagement levels.
Client: IRONMAN 4X4 USA
Team: Marketing Dept.
Role: Development of creative, scheduling, and analytics.
Suspension Showdown: Aftermarket vs. Stock
Middle of funnel content highlighting the power of aftermarket suspension over stock. This was demonstrated on two 4th Gen. Tacomas for a ride along where guests could feel the difference themselves. My role: creative direction, editing clips, creating graphics, and adding messaging.
View the original post here
IM2.5 Suspension Launch
Bottom funnel organic content created for launch day; detail footage from AUS team. Messaging to end squeaking (cart) noise for a smoother, more comfortable ride. My role: creative direction, editing clips, creating graphics, and adding messaging.
View the original post here
Free Reco Traks Promo
Paid ad; bottom of funnel promotion to boost suspension and bumper purchases. My role: creative direction, editing clips, creating graphics, and adding messaging.
View the original post here
Black Friday Camping Gear Promo
Paid ad from a series of 4 product ranges; messaging focused on product value with offers added on as a sweetener. My role: creative direction, editing clips, creating graphics, and adding messaging.
Apex Bumper Promotion
Top of funnel version for promotion, intended to have no CTA and appeal to wider audience with on-screen hook text and some humor. Highlights features of the bumper in a “tasteful” way… My role: co-creative direction; filmed and edited clips, added messaging.
Home Alone Bumper Promo
Organic post targeting top of funnel; highlighting the bumper’s compatibility with Toyota’s safety system while borrowing from a classic scene. My role: co-creative direction, acting, editing clips, and adding messaging.
View the original post here
"When You've Found Friends That Say Yes"
Organic top of funnel content; yielded highest engagement rate in YEARS for Meta channels — increase of 700% WoW. Goal of having relatable content for audience with broad text hook. My role: creative direction, taping and editing clips, and adding messaging.
View the original post here