Social First Content Production
What works in editorial usually doesn’t work for paid advertising.
The Hunza G team were already experts at creating editorial campaigns and visually stunning imagery and videos. For their 2023 Core Campaign they wanted to complement their usual assets with videos that were going to perform as social ads.
TASK
The aim was to create content made with paid social advertising in mind, without compromising on the aspirational look and feel that Hunza G had established over the years.
We organised a two-day production on the French Riviera, one day for editorial and one day entirely dedicated to creating social-first content.
The idea was to get to a final selection of 10+ videos of varying styles that could be tested and 1) provide at least two record-breaking paid assets and 2) give us directional learnings for future content productions.
The Fancy Reels
Drawing inspiration from trending organic Instagram Reels, we produced a number of videos whose aim was to fit naturally into the target audience’s feeds.
Opening Shots in Focus
The first 3 seconds are key to stopping someone’s thumb from scrolling on. Here we played around with everything from using a dog as the attention-grabber, to unusual camera perspectives.
The Short-Form Stories
With a nice mix of mood and light narratives, we attempted to hook the viewer’s attention by beginning story arcs in the opening of the videos.
The Unique Techniques
In a sea of video content, sometimes the best way to stand out is to use camera and editing techniques that haven’t yet made it to the mainstream.
After a series of A/B tests we could happily conclude that:
+165%
The social-first assets we produced during the shoot delivered 165% higher buying intent signals on Meta than previous editorial content.
OH, STOP IT.
The results speak for themselves with some of the videos produced being our best-performing to date across both paid and organic channels
Stephanie Richardson • Head of Marketing, Hunza G