Role: Producer / Video Editor / Motion Graphics Designer | Client: Caraway | Programs: Adobe Premiere Pro / After Effects
Objective:
The primary objective of the Caraway Cookware paid media campaign was to reach busy home cooks who prioritize healthy eating and kitchen aesthetics but face common lifestyle challenges. These challenges include lack of storage space, difficulty in cleaning, and concerns about harmful chemicals in non-stick coatings. Based on consumer research, I identified a target demographic of urban, millennial, and Gen Z professionals who value convenience and sustainability.
Strategy:
To effectively showcase the benefits of Caraway Cookware, I decided to create an ad that combined a user testimonial with a feature/benefit sales sequence, all tied together with a compelling narrative through-line.
The narrative centered around Megan, a busy professional passionate about cooking healthy meals at home. Megan’s story was relatable and highlighted the common pain points experienced by our target demographic:
- Limited storage space in her small apartment
- The hassle of cleaning up after cooking
- Concerns about harmful chemicals in her non-stick pans
- The desire for aesthetically pleasing and durable cookware
By focusing on Megan’s journey, I aimed to show how Caraway Cookware could be the solution to these problems and meet her high expectations for durability and design.
Using Premiere Pro and After Effects, I crafted a visually engaging and emotionally resonant ad. The production involved several key steps:
Megan’s testimonial was the backbone of the narrative. She spoke candidly about her frustrations with traditional cookware and her initial skepticism about trying something new.
Feature/Benefit Sales Sequence:
Space-saving design with easy storage solutions
Non-toxic, non-stick ceramic coating that ensures no harmful chemicals leach into food
Easy-to-clean surface that makes post-cooking clean-up a breeze
Stylish and durable construction that complements any kitchen
Results:
The campaign successfully resonated with the target audience, achieving significant engagement across various digital platforms. The testimonial-driven approach humanized the product benefits, making them more relatable and compelling to potential customers.
By addressing common pain points and demonstrating how Caraway Cookware could enhance their cooking experience, the campaign not only increased brand awareness but also drove a notable uplift in sales.
This project showcased my ability to combine creative storytelling with strategic marketing to produce content that not only informs but also inspires and converts.