With 1.5 billion monthly active users, Facebook is the biggest social media network in the world and garners 8 billion daily video views. This makes it an integral component to any company's marketing strategy - but not without specific challenges. With reams of advertising, status updates, photos and articles screaming for attention in the Facebook News Feed and a typical user attention span of 8 seconds, short, engaging content is key.
Indeed is the #1 job site worldwide, with over 180 million unique visitors per month. With offices in 19 countries around the world, I worked remotely with their European HQ, Dublin Ireland, participating in their Marketing Campaign Lab - A team setup to conduct a series of experimental ads to test performance for the multinational.
I was tasked to interpret the phrase "Tap dance your way into work everyday when you find a job you love" using the Jaywalker Pictures animated style. I simplified tap dancing into dancing, but more broadly, this was about capturing single moments of happiness in a way that could be delivered in a short, engaging animation suitable for the Facebook news feed. This led to the slogan "Be this job happy", with 6 second animations depicting characters of different industries dancing in their respective workplaces.
We test a lot of ads on facebook and all of Jason's have consistently performed very well. From looking at the metrics, we see far higher than average engagement rates, high relevance scores and most importantly - high click thrus and app installs. It suggests that thoughtful, well-made advertising can be both enjoyable and can help sales.
Simple, 1-2 second dance loops were created to maximise flexibility and allow maximum detail on each frame. At 30 frames per second, a 6 second animation amounts to 180 frames, each frame a high resolution, 1920 x 1080 digital painting. Character design and colours had to work within existing brand guidelines and all environments were painted to maximise detail, depth and visual interest.
Campaign - Paul Dervan
Animator/Illustrator - Jason Ng
Kinetic Typography - Daniel Garcia
Watercooler - On iPhone