Direct response TV campaigns
Scope of Work:
+ Content Lead
+ Project management
+ Proposals and creative briefs
+ TV scripts and storyboards
+ Video shoot shot lists
+ VO talent sourcing
+ Music selection
BACKGROUND
Teeter’s main revenue driver for 20+ years has been direct-response television, but their TV creative needed to be updated to reflect the brand’s new identity and affirm financing offer.
STRATEGY
I led the creative strategy, scripting, storyboarding, and project management of a series of new TV ads to test against old creative. The ads were created to test new emotional sentiments, product slogans, and brand tone to appeal to a wider demographic and generate more engagement.
IMPACT
Initial testing proved the new creative outperformed previous creative in calls and site visitors. My project management skills and strong relationships with stakeholders made the production process 6x more efficient, and the storyboard frameworks I created provided a template for the team to develop and test fresh creative on an ongoing basis.
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