Creative platform 3 – eDreamsPrime

This 15-second video was crafted during a design sprint for four distinct creative platforms, with the aim of testing a diverse range of creative assets. The goal was to discern which platform yields greater value for our target audience within Meta. The intention was to utilize the most successful creative platform for subsequent iterations.

This project was my first dive into making videos at eDreams. I got to work on it from start to finish, from creating the initial storyboards to polishing the final video. The goal was to show eDreams as a unifying force between cultures, boosting brand visibility and customer engagement.

This video marked my inaugural venture into video projects in eDreams where I was able to:

• -Learn the whole process through from inception to completion. From crafting the initial storyboards to polishing the final video, I benefited from the support of the entire team throughout the process. Their guidance proved invaluable as I navigated through crafting the initial storyboards to polishing the final video.
• -Enhance brand storytelling through engaging motion graphics, the idea with this video was to present eDreams as a uniting force between cultures, increasing brand visibility and customer engagement. 
• -Start to understand the brand I work with. This involves dividing into its identity, audience, visual elements, and previous work. By aligning with the brand’s tone and values, I ensure my designs effectively communicate its message and resonate with its audience.

Data Information:

• -Video thruplay rate: A high Video ThruPlay Rate suggests that the video content resonates well with the audience and holds their attention and CP3 was the highest performing video in FEED.
• -Average time viewed: CP3 was watched for an average of 5 seconds in FEED.
• -Video proved to be the optimal format for both web and app adverts. CP3 video excelled for the app with Video Watched 75% at 1,5%.

Project context: 

This video is part of a performance campaign on Meta, representing a strategic shift where we have focused more on generating consideration instead of immediate bookings. Recognizing the need for a nuanced strategy, we moved away from the traditional emphasis on price. Instead, our creative concepts, developed in four different videos, will present a rich narrative, highlighting the unique value propositions offered by eDreams.

This project marked my first foray into video production at eDreams, giving me the opportunity to work on the project from start to finish. From creating the initial storyboards to polishing the final video, the goal was to present eDreams as a unifying force between cultures, boosting brand visibility and customer engagement.

We launched four distinct campaigns, each tailored to resonate with different audience segments. Our primary Key Performance Indicator (KPI) for measuring consideration is Cost Per Search (CPS), which helped us evaluate the effectiveness of our message in capturing audience interest. As a secondary KPI, we also tracked Cost Per Booking (CPB) to ensure a balanced evaluation of campaign performance.

Additionally, we closely monitored video engagement metrics to gain valuable insights into user interactions and preferences. This comprehensive approach reflects our commitment to fostering meaningful mid-funnel interactions and gathering key learnings for continuous optimization and refinement.

Creative Team: 

Lead: Irati Aguirre 

Art Director & Designer: Roberta Albanese  

Motion Designers:  Teresa Marina, Yago Abella, Paula Normand, Alicia Lopez, Irati Aguirre

Copy: Lesley Ogilvy

Conceptualisation: Irati Aguirre, Roberta Albanese, Yago Abella

Creative Producer: Daniela Andrade