Meta “Reels Race” 2023
A race to gain learnings about Reels specific, paid-social.
Purina was selected to participate in Meta’s “Reels Race” and asked to create two versions of creative, to run on the Reels platform, and learn which creative variation drives brand awareness more effectively on the platform. With this project, I was responsible for filming, editing, and developing the brand-forward, concept. I filmed our Purina Professional using an iPhone and a gimbal on our Purina campus. I edited the footage and added the final branding and supers for delivery within two weeks.
Piece number two utilized employee footage of their pup’s first year. We chose this idea to play on current, native-platform, trends and connect emotionally with our audience. I added the clips together to tell a story and included branding and supers. After receiving final learnings, it was determined that the second piece of creative resonated better with audiences and met brand goals more successfully than our “branding first” content.