Company:
Canva
Disciplines:
Marketing - Paid Ads/Campaigns
The brief for the Holiday campaign ads was to get consumers who use Canva for Free and have never tried Pro to try Canva Pro to create content for their holiday needs by giving a strong discount offer of 50% off for 3 months.
Consumers and businesses are actively seeking creative design solutions for holiday-related materials. By showing premium Canva templates for consumer-use we are also inspiring consumers to consider Pro for their business needs.
Creative approach:
We’ve used the star motif from a previous New Years’ Eve Brand Toolkit, but adjusted the colourway to give a more premium and festive lean. We’ve also tweaked the application of the star to make it a little more dynamic, and animated the graphic for a more engaging visual.
We feel this visual speaks to a more premium cue, hints at a broader festive moment and is aligned with our master brand through our use of Canva fonts and colours.
Brief: To produce What’s New Assets for different channels of the campaign. To celebrate user-driven and consistent innovation and to drive awareness and adoption of new features.
I had to create all 12 vectors that reflect the new Jan 25 features that were getting released. These were to be used on the Canva What's New series throughout the platform.
https://www.canva.com/newsroom/news/whats-new-february/
We were to generate quality Higher Education prospects/leads from LinkedIn Ads by educating decision-makers on the benefits of Canva for Campus. While the goal was to how Higher Ed decision-makers on how Canva for Campus is an essential tool for students, faculty and staff, and compel them to take action.
The belief that LinkedIn can be one of the most effective channels we test for building pipeline by targeting HE decision-makers on LinkedIn with the right content. So for the brief me and another designer had to create 24 Paid social posts alongside the Canva Education branding at the time.
For the first social ad, the goal was to create a trending clip that promoted Canva Pro as the perfect Christmas gift. Encouraging customers to sign up and enjoy 50% off for the first three months. The ad also needed to highlight the extra Pro features available with a Canva Pro subscription. After researching trending content, I discovered the "Treat Yo' Self" voiceover scene from Parks and Recreation (see 2nd clip below), which was gaining traction on TikTok. We recreated this moment using our in-house talent, and I designed static imagery within the clip to showcase key Canva Pro features.
For the third clip, we repurposed a high performing social ad to promote Canva’s Branding Kit. The concept featured a dynamic, fast evolving snapshot of branding assets fitting seamlessly into the Branding Kit puzzle template. To illustrate this, we used the Fake Brand letterbox, engaging viewers by progressively filling empty boxes with design elements. This kept users watching until the satisfying completion of the puzzle. The ad garnered over 2,300 views and currently maintains an impressive engagement rate of 2,311.
Links:
Final Treat yo self clip
Original Treat yo self voice over clip
Branding Kit clip
2024
