INTRODUCING CUSTOMERS TO ROOT INSURANCE
Client
Root Insurance
Paid media ads - video
Google, Meta
Services
Concept / Storyboards
Art Direction
Producing
SUMMARY:
A series of performance video ads introducing the root brand and app, increasing conversions from previous assets by 3x.
MEET ROOT INsurance
video 1 - 16×9
15 seconds
MEET ROOT INsurance
video 2 - 16×9
30 seconds
01 - Background
When I joined Root Insurance’s growth marketing team, there wasn't much content focused on the Root app itself. Root was still in it's fledgling days and i believed introducing this core experience could be a gateway to attracting new customers.
I began thinking about a series of videos that would introduce the consumer to the brand while highlighting the simple yet powerful capabilities of the Root app.
02 - Strategy
Taking learnings I uncovered from our Consumer Insights team, I Wrote a number of scripts that integrated top performing brand messaging with product feature visuals. My theory was by showing viewers how easy the Root app made completing car insurance tasks, they would be enticed to explore further.
For production, I built a set of storyboards in figma, then art directed and managed a number of agencies and motion designers to execute their animation.
03 - RESULTS
3x Conversions
These videos had an instant impact on Root's Facebook campaigns and continued to have strong performance over the long term, bringing in 3x+ more conversions (Root profile creations) than the top performing assets at the time.
04 - “concrete” VIdeo Series
Alongside the first series of videos, I Also Wrote and designed a more lo-fi video set based on visual trends we were seeing across Facebook. THese videos were meant to quickly communicate key Root Insurance features, benefits, and brand value props. Using Root's orange as an accent color, I began experimentIng with concrete textures as a neutral background to set it against, hence the name.
MEET ROOT INsurance
Concrete video 1 - 16×9
15 seconds
MEET ROOT INsurance
Concrete video 2 - 16×9
15 seconds
MEET ROOT INsurance
concrete video 1 Split - 1×1
15 seconds
MEET ROOT INsurance
Concrete Video 1 3D - 1×1
15 seconds