{"id":60001,"date":"2019-08-19T21:08:30","date_gmt":"2019-08-19T21:08:30","guid":{"rendered":"https:\/\/blog.glaciermediadigital.ca\/?p=60001"},"modified":"2024-05-31T22:56:22","modified_gmt":"2024-05-31T22:56:22","slug":"importance-good-creative-impact-conversions","status":"publish","type":"post","link":"https:\/\/blog.lodestardigital.ca\/index.php\/2019\/08\/19\/importance-good-creative-impact-conversions\/","title":{"rendered":"The Importance of Good Creative and Its Impact on Conversions"},"content":{"rendered":"

When connecting with an audience, having strong creative is what compels users to continue to engage with the content they are being served. The most effective way to drive conversions is to touch on all facets of the sales funnel – brand awareness, engagement and conversion<\/em>. Creative is what\u00a0encourages\u00a0people\u00a0through the brand awareness and engagement phase\u00a0to ultimately\u00a0convert. Without a strong front-facing creative, opportunities for conversions are minimized. Glacier Media\u00a0was recently\u00a0approached by\u00a0a company looking to launch a new product, and the creative vision and execution have garnered some incredible results.<\/p>\n

Background<\/strong><\/p>\n

Glass Vodka is a premium vodka that is distilled locally in the SODO area of Seattle. They pride themselves on distilling their vodka from grapes that originate from the Pacific Northwest to give it a \u201cmodern and personal distinction\u201d.<\/p>\n

People have been seeking healthier alternatives to beer and alcohol and as a result,\u00a0many brands of vodka soda have\u00a0launched\u00a0across Canada and the United States. In BC, we have seen major successes from a few different vodka soda brands,\u00a0namely Nude and Nutrl Vodka. Glass Vodka recognized this trend and contributed a vodka soda of their own.\u00a0Introducing Glass Vodka Soda.<\/p>\n

To support the launch of their new product, Glass Vodka approached\u00a0Glacier Media to roll\u00a0out a multi-pronged marketing campaign. To differentiate themselves from the\u00a0saturated market, creative would be a major factor in the success of the launch.<\/p>\n

Goal<\/strong><\/p>\n

Create awareness and support the launch of their new vodka soda.<\/p>\n

 <\/p>\n

Deliverables<\/strong><\/p>\n

Landing Page<\/a><\/p>\n

Branding<\/em><\/p>\n

https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2019\/08\/glassvodkasoda-square.mp4<\/a><\/video><\/div>\n

Organic Social<\/em>
\n\"\"<\/p>\n

Paid Social<\/em>\"\"<\/strong><\/p>\n

Execution<\/strong><\/p>\n

To carry this out, the design team geared up on assets and played into the notes that the client provided. Glass Vodka Soda’s main tagline would be “clean. pure. real.” We wanted to ensure that the mission statement of the vodka soda\u00a0stated that this product is the purest and most organic vodka soda on the market. The design team ran with this and\u00a0ensured\u00a0that simple, sleek look was consistent throughout all assets. The designers\u00a0built\u00a0the landing page in a funnel. The first image promotes brand awareness with the product name along with the branding that the design team created. Below that, the tagline “clean. pure. real.” is displayed with some satisfying background imagery and some engaging information about the product. Finally, below that, visitors\u00a0have the opportunity to see what the prize is and enter to win. The landing page tells a story and encourages engagement throughout.<\/p>\n

To create consistency, the same strategy\u00a0and layout were applied to organic and paid social. Organic social has been pushing simple and sleek imagery while paid social has run a brand awareness campaign, traffic campaign and a conversion campaign.<\/p>\n

Results<\/strong><\/p>\n

The landing page was launched on\u00a0July 29th\u00a0in the form of a contest which ends on September 2nd<\/sup>. Below are some preliminary results from the\u00a0first few weeks:<\/p>\n

Landing Page<\/strong><\/em><\/p>\n

Conversion Rate: 87.82%<\/em><\/p>\n

Social Ads<\/strong><\/em><\/p>\n

Conversion Rate: 82.88%<\/em><\/p>\n

Organic Social<\/strong><\/em><\/p>\n

Conversion Rate: 68.72%<\/em><\/p>\n

The high conversion rate is a clear implication of the strong creative built for this campaign. The consistency of photography and assets throughout their online media, as well as the landing page layout,\u00a0 allows for a clean and simple process for entrants to\u00a0enter into\u00a0the contest and engage with the product.<\/p>\n

Next Steps<\/strong><\/p>\n

The campaign has generated strong brand awareness for the product.\u00a0Now that\u00a0Glass Vodka has introduced the soda to its target market, the next step would be to put the product into the hands of the everyday user. Glacier Media plans to create a lifestyle campaign for GVS, creating assets with everyday users consuming the vodka soda. Further clarifying that this beverage goes with you.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Creative is what encourages people through the brand awareness and engagement phase to ultimately convert. <\/p>\n","protected":false},"author":13,"featured_media":60009,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[63,68,199],"tags":[109],"class_list":["post-60001","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","category-design-branding","category-case-study","tag-social-media"],"yoast_head":"\nThe Importance of Good Creative and Its Impact on Conversions<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.lodestardigital.ca\/index.php\/2019\/08\/19\/importance-good-creative-impact-conversions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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