[RADISH] Motion Design for UA 2018-Present

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Radish Media – Motion Design & Video Editing for User Acquisition

What is UA, you might ask? Well, it's mobile marketing focused on enticing likely new audience members to your app or service with targeted placement, driven by data. This isn't big Super Bowl advertising, this is highly iterative and bite size. Designs aren't one-and-done opuses, they're ever-evolving, ever-optimizing, and ever-reacting to user behaviors. You've seen it any time you've used a mobile device, and I pride myself on crafting compelling and well-informed work that meets the needs of a campaign strategy. From comp int research to iterations, I can do it all.

Responsibilities and Skills: concept brainstorming, clipping and color correcting stock video, motion graphics, kinetic typography, selecting and timing music beds

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Scribbles Campaign (Multiple IPs)

The "scribbles" look/feel performed extremely well, and has become a regular template for Radish UA.

IPM: 4.17 | CTR: 1.49 | FB UI ROAS: 0.02

[Initial Run] IPM: 5.06 | CTR: 1.61 | FB UI ROAS: 0.09

[Following Week] IPM: 1.36 | D1 CPE: $170.92 | Avg Watch Time: 4s | Earmarked for scaling

IPM: 5.61 | CTR: 1.29 | CPI: $4.88 | Click to Install: 43.40% | FB UI ROAS: 0.07

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Dramatic Baby Delivery Campaign (Multiple IPs)

Radish tested dramatic delivery video with nostalgic music to promote two pregnancy-centric romance novels that were already performing well with current users, with the hypothesis that crying in a hospital setting would hook new viewers.

[Initial Run] IPM: 1.12 | D1 CPE: $120.40 | Avg Watch Time: 5s | Earmarked for scaling

[Following Week] IPM: 4.90 | CTR: 1.81 | CPI: $4.35 | FB UI ROAS: 0.14

While the above video had the best overall results, other variations in the set consistently resulted in IPM >2 and CTR >0.9.

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Mean Dialogue / Kinetic Type Testing (The Senator's Son)

If shocking video worked, then what would shocking dialogue do? The soapy The Senator's Son had no shortage of drama between its working class heroine and her beau's world of old money.