DwellWell
As the creative lead I drove and executed the branding, advertising, and development of creative concepts.
Research
Through user research we created personas that detailed the messaging language, imagery, and media channel that would best reach and resonate with our core demographic.
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Competition Analysis
To gain a better understanding of our space, we studied competitors and other successful tech startups that utilized advertising to help build their brand, product, and image. By tracking performance and frequency we determined which ads were most effective and applied this research to our ad strategy.
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Branding
We found that most home buyers felt the process was dry, frustrating and outdated. To counteract that and induce a feeling of enjoyment and excitement, we created a colorful, professional, brand image rooted in color theory.
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Paid Social
In an effort to target our core demographic, social advertising was critical to build our brand awareness and drive traffic to our product. Utilizing our comp analysis, we were able to guide our ad direction and consistently A/B test to improve our click through rate and cost per click.
Videos
Carousels
Stills
Organic Social
To strengthen credibility among Millennials and Gen-Z, it was important for DwellWell to have a strong brand presence across all platforms. In order to achieve that, our organic channels provided educational videos, updates on real estate news, and would highlight product features.
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Google Ads
By implementing google adwords and programmatic ads, we were able to efficiently target our core demographic based on browser and search history. These tactics helped capture high intent users and provided additional brand awareness.
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Nurture Emails
To help build our retention rate week over week, we initiated programmatic nurture emails. Users were served product updates, weekly tips, and news based on their progression on the platform, as well as their home buying preferences.
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Youtube
Video is a main form of media consumption by Millennials, with that knowledge, we created short Youtube ads to help build brand recognition. To further leverage this form of media, we animated an educational series that explained the home buying process and made the information more digestible.
