How a well-timed Doctor visit led to 37% conversion
We had the footage, now what?
- Just 10 days into my time at Shoelace, I had the pleasure of meeting Dr. Kris Alexander, the charismatic professor of video games at Toronto Metropolitan University.
- We filmed in a swanky loft studio in Toronto’s west end, creating a series of 8 short videos that showcased the complexities of game-based learning in an engaging, digestible way.
- The challenge? Once we had the videos, there was no clear plan for distribution. Instead of simply posting on YouTube and hoping for the best, I proposed building a dedicated landing page and driving traffic through paid social campaigns.
A sprinkle of Hollywood magic
The film agency did a fantastic job with the lighting and cinematography, but the videos needed a little extra magic to truly shine. Using Adobe Premiere and After Effects, I added music, sound effects, and subtle motion to amplify the unmistakable charm of Dr. Kris.
Landing the perfect experience
Given creative freedom over the content and layout, I designed a landing page that captured the playful essence of both Dr. Kris and the Shoelace brand. During the four-month paid promotion period, the A/B test variants combined for 2,795 conversions, with impressive rates of 33.91% and 34.08%.
When it works, do it again
- The Dr. Kris videos were such a hit that we naturally extended his presence to our top-of-funnel strategy.
- Our existing TOF landing page had a 23.36% conversion rate, but the redesign featuring Dr. Kris bumped it up to 37.06%.
By strategically distributing engaging video content through a purpose-built landing page and paid campaigns, we not only showcased the charisma of Dr. Kris but also achieved remarkable conversion rates. This project underscored the importance of aligning content, design, and strategy to drive measurable success.