Re: Stock Campaign
Role: Creative Director, Project Lead
Highlighting Authenticity and diversity
Re: Stock was a multichannel campaign created to highlight Storyblocks’ investment in authentic, diverse lifestyle footage for our stock library and to help prospects understand the unique value of Storyblocks. We set goals to increase member pricing interest, content exploration and search engagement. The campaign work included a unique visual identity, curated collections, landing pages, video marketing, social content, performance ads, blog articles and media pitches. We exceeded our goal for the percentage of visitors who continued from the campaign to content search and exploration and found the campaign social ad creative achieved significantly better cost-per-action and click-through-rates than our baselines.
As the creative director and project lead for Re: Stock, I began by leading a collaborative briefing and planning session to lay the foundation for the campaign KPIs, align on high-level positioning and brainstorm how we might bring it to market. Re: Stock was originally a successful 2020 initiative so the challenge was repositioning it for the current culture and moment. We decided to anchor the positioning around the power of authentic, human video in the AI age.
To bring the campaign to life, I worked with our team to write the narrative, design a visual identity that aligned with the authentic, human theme and sequence 15 formats of creative and marketing collateral to launch over the course of 4 weeks, all sharing the same visual language and narrative theme.
Credits:
Ali Tomek, Lead Visual Designer + Identity
Kyle Miller, Producer
Tony Gugliotta, Product Design
Valerie Shore, Writer
