Engaging Banners, Videos, and Landing Pages for an HR Solutions Leader: Driving LinkedIn Success
Introduction
In collaboration with the marketing team at HYPE Agency, I played a crucial role in several LinkedIn lead generation campaigns for a client specializing in SAP & SAP SuccessFactors solutions. Our mutual work continued from 2022 to 2024, during which my responsibilities included creating static and animated banners, landing pages, and two animated videos.
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Animated Videos
During the collaboration with this client, we produced two promotional videos for LinkedIn, each lasting 1-2 minutes. These videos were crafted to provide a deeper understanding of the client's solutions and to drive engagement. They were integral to different campaigns, with each video tailored to specific campaign goals.
Project Goals
The main objectives were:
- To create engaging videos that capture viewers' attention.
- To develop animations that align with the client's brand guidelines.
- To produce segments of the videos for use as short animations and ads.
Process
1. Content and Requirements
The marketing team at HYPE provided scripts, content, and video examples for inspiration. Based on these inputs, I developed a storyboard and brainstormed animation ideas, ensuring the animations were informative, engaging, and aligned with the campaign's messaging and objectives.
2. Storyboard Development
I outlined the narrative flow and visual elements, ensuring the storyboard captured all critical points and transitions. Collaboration with the marketing team was essential to incorporate all their ideas. We held several brainstorming sessions to align on the visual style and key messages.
3. Animation Creation
Character and Process Animations
Designed to personify the client’s solutions, making complex concepts relatable and easier to understand.
Motion Graphics, Animated Icons, and Illustrations
Utilized to showcase key features, enhancing the presentation's effectiveness and sophistication. These elements highlighted the primary benefits of the solutions, such as improved efficiency and streamlined processes.
Dynamic Text Animations
Highlighted important information, guiding viewers' attention to key messages. This approach ensured that the most critical points were emphasized and easy to remember.
4. Iteration and Feedback
I worked closely with the marketing team to refine the animations and ensure they met the client's standards. Each video underwent internal approval before being presented to the client for further refinement based on their feedback. This iterative process included multiple review cycles to fine-tune the animations, ensuring they effectively conveyed the intended messages.
5. Finalization
Ensured all revisions were implemented, resulting in polished and approved animations. Final checks included ensuring the videos were optimized for LinkedIn's platform specifications.
Outcome
Video 1
Successfully utilized in the lead generation campaign, boosting engagement and lead conversions. Parts of it were repurposed as short video ads, which were used to maintain audience interest throughout the campaign lifecycle.
Video 2
Although unused due to the campaign not being launched, the video showcased interesting animations that could be leveraged in future campaigns. The client's feedback highlighted its potential for future repurposing, demonstrating the long-term value of the creative assets.
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Static and Animated Banners
The primary objective was to design captivating static and animated banners for LinkedIn ads to drive engagement and generate leads for the client's HR and payroll automation solutions. The banners needed to be visually appealing and consistent with the client's branding and marketing goals.
Project Goals
The main objectives were:
- To create engaging visuals that attract users and encourage engagement.
- To adhere to and update the company's branding guidelines to ensure consistency.
- To ensure the banners were optimized for LinkedIn’s advertising platform.
Process
1. Concept Development
Working closely with the HYPE marketing team, I gathered insights into the client's brand, target audience, and campaign goals, informing the creative direction for the banners. This involved analyzing competitors' ads, understanding the client's unique value proposition, and identifying visual trends that would resonate with the target audience.
2. Design and Animation
Static Banners
Designed static banners using the client’s brand colors, clear typography, and compelling imagery to capture attention and convey key messages. Each design was crafted to stand out in LinkedIn’s professional environment while remaining true to the client’s brand.
Animated Banners
Utilizing Adobe After Effects, I created animated banners with subtle animations to draw attention without being overly distracting. These included text transitions, logo animations, and dynamic graphics. The animations were designed to enhance the message rather than overpower it, maintaining a balance between engagement and clarity.
3. Iteration and Feedback
Throughout the design process, I iterated on the banners, incorporating feedback from the marketing team and the client to ensure they met all requirements. This process included A/B testing different designs to determine the most effective elements for driving engagement.
Outcome
The static and animated banners effectively captured the attention of LinkedIn users, driving higher engagement rates and contributing to the overall success of the lead generation campaign. Analytics showed a significant increase in click-through rates (CTR) and conversions compared to previous campaigns, validating the effectiveness of the visual strategy.
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Landing and Thank You Pages
As part of the initial campaign led by HYPE for the client, the marketing team and I designed a few landing pages. Although these pages were crucial for capturing leads, they are not the primary focus of this case study.
Overview
Thank You Pages
These assets were designed to be clean and aligned with the client's branding while being highly functional. They provided leads with essential post-conversion information and included Calendly embeds to streamline appointment scheduling.
Solutions Landing Page
We experimented with various styles and color combinations to enhance the existing brand guidelines. These pages effectively communicated the solutions, with a design focused on clarity and ease of navigation. This approach ensured that potential leads could quickly access information and schedule consultations with ease.
My Role
I was involved in wireframing, design, and QA of the implementation, working alongside the marketing team, the client, and a front-end developer. This collaborative effort ensured the pages were not only visually appealing but also user-friendly and effective in converting visitors into leads.
Reflection
The collaboration with HYPE Agency's marketing team was crucial in aligning the creative assets with the client's goals and achieving a successful campaign outcome. The project demonstrated the power of well-designed visual elements in enhancing marketing efforts and achieving measurable results.