I noticed that our current campaign for Ritual's Stress Relief wasn't performing well. However, I observed many of my coworkers sharing positive results on our Slack channel, showing the product's impact on their body metrics using data from wearable devices. This inspired an idea: we could use this concept to provide concrete evidence of effectiveness within regulatory constraints.
Seeing the potential for a new approach, I decided to take the initiative and pitch a completely new concept to our VP of Brand. My idea was to leverage the real-world data our employees were already sharing to create compelling ad content. After receiving approval, I collaborated with the Senior Brand Manager to develop entirely new creative based on this concept.
My role:
Creative Producer/Motion Graphic Designer/Colorist/Video Editor
Challenges:
We needed a way to convince customers of the product's effectiveness without clinical studies.
Previous similar concepts had been rejected by our regulatory team.
We had limited resources and data to work with.
Any new approach would need to be developed and approved quickly.
Approach:
Recognizing the need for a fresh strategy, I took it upon myself to develop an innovative approach:
Initiative and Concept Development:
I came up with the idea of using wearable device data to demonstrate the product's impact on body metrics. This concept aimed to provide tangible evidence of effectiveness within regulatory constraints.
Research:
I conducted extensive research on competitor strategies and regulatory limitations. I looked for examples of how other supplement brands were showcasing product effectiveness within regulatory constraints. This research was crucial in developing a concept that I believed would pass regulatory scrutiny.
Pitching the Idea:
I took the initiative to present my concept to the VP of Brand and the Senior Brand Manager. During our discussion, they expressed concerns about using internal graphs and the possibility of regulatory rejection. I addressed these concerns by explaining my research findings and suggesting alternative visualization methods.
Rapid Prototyping:
Using Figma, I quickly created mockups that incorporated my new ideas. This included developing a new graph to showcase Stress Relief BioSeries™ Technology's all-day support, as we couldn't use existing materials from other products.
Regulatory Approval:
I submitted the mockups for regulatory review, and they were approved! This was a significant breakthrough, especially considering previous rejections of similar concepts.
Asset Creation:
With approval secured, I used After Effects to design and animate a series of GIF, static, and video ads for the Stress Relief BioSeries™ Technology. During this process, I worked closely with the marketing team to ensure our messaging was precise and effective.
Results:
A successfully approved new concept by the regulatory team
A series of compelling static, GIF, and video ads for our Stress Relief product
Timely delivery of all assets within a tight deadline
Key Takeaways:
This self-initiated project reinforced several important lessons:
The value of taking initiative and being proactive in identifying and solving problems
The importance of thorough research in driving innovation, especially in regulated industries
The power of creative problem-solving when working with limited resources
The necessity of cross-functional collaboration, particularly with regulatory and marketing teams
Conclusion:
By taking the initiative to address a problem that wasn't directly in my job description, I was able to create a potentially game-changing campaign for our Stress Relief product. This experience not only showcased my ability to identify areas for improvement but also demonstrated my skills in research, creative thinking, and technical execution. It reinforced the value of being proactive and thinking beyond one's immediate responsibilities to contribute to the company's success. This project has further motivated me to continue looking for opportunities to innovate and add value in unexpected ways.
Iterations: