Connecting Video Production and Social Teams for cohesive campaigns
Challenge
Coordinating between large and fast-moving departments creatively can be a challenge. In my role I work to ensure that teams use consistent creative treatments across department for each campaign. A great example is Firebase Unwrapped. This winter/holiday themed campaign had a tight turn around and two different requests for creative treatment - one that originated from video production, another from social. The asks were completely independent and unrelated but they were for the same series. Implementing them the way they were would have missed an opportunity to delight our viewers and provide a cohesive brand experience.
Solution
In listening to both team’s needs - I proposed a new creative treatment - that each video would be packaged and promoted as a gift on social media (via the video thumbnail) and then the user would “unwrap” the video upon watching. This made the proposed series title, the video, and the social strategy all come together under one unified creative treatment. All parties were happy, and we were able to build creative treatments that contained enough flexibility for 8 content and color variations.