vsco spaces campaign launch
PROBLEM :
VSCO partnered with us to create a fully integrated launch campaign for Spaces, a new feature designed to unite creative communities through themed galleries. The objective was to generate excitement around the launch and drive user membership sign-ups.
SOLUTION :
We crafted a 360 campaign, leveraging both paid and organic channels across YouTube, Meta, TikTok, X, and Snapchat. The campaign was anchored by a high-impact hero film to build anticipation, supported by a suite of social assets and a dedicated landing page to deepen audience knowledge of Spaces.
Hero film & paid / organic social assets
Our campaign strategy began with the hero video, the core creative designed to drive engagement and conversions. To ensure it resonated with our target audience, I started by developing mood boards to define the visual style, followed by detailed storyboards tailored to VSCO’s key user segments: Active Users, Professional Users, and Curious Users.The video was structured to immediately capture attention, opening with dynamic, persona-driven scenarios before seamlessly transitioning into an intuitive showcase of the Spaces UI. This approach ensured that the feature’s functionality was highlighted in an engaging yet conversion-optimised manner.
Once the client approved the creative direction, we moved into animation and production, ensuring the final execution aligned with both the brand's aesthetic and performance marketing best practices.
To maximise impact across paid media, we created multiple ad variations tailored for different platforms, including short-form cutdowns optimised for performance-driven placements (e.g., Meta, TikTok, YouTube, and programmatic display).
Post-launch, to sustain engagement and keep Spaces top of mind, we developed a weekly organic content series highlighting the feature’s unique benefits. This ongoing content strategy helped nurture users further down the funnel, reinforcing adoption and driving sustained usage over time.
Landing Page
The second phase focused on the VSCO Spaces page. I started with mood boards to define the page’s look and feel – clean, minimal, and distraction-free, ensuring the focus remained on communicating the feature’s value. After sign-off on the mood boards, we progressed to wireframes and then full designs.
The result was a landing page that balanced simplicity with functionality, aligning seamlessly with VSCO’s brand ethos.
RESULTS :
The campaign launched across paid and organic social platforms including YouTube, Meta, TikTok, X, and Snapchat, achieving widespread visibility and generating significant excitement. The advert and landing page worked in tandem to drive:
ROLE : Art director
AGENCY: Wpromote
VSCO partnered with us to create a fully integrated launch campaign for Spaces, a new feature designed to unite creative communities through themed galleries. The objective was to generate excitement around the launch and drive user membership sign-ups.
SOLUTION :
We crafted a 360 campaign, leveraging both paid and organic channels across YouTube, Meta, TikTok, X, and Snapchat. The campaign was anchored by a high-impact hero film to build anticipation, supported by a suite of social assets and a dedicated landing page to deepen audience knowledge of Spaces.
Hero film & paid / organic social assets
Our campaign strategy began with the hero video, the core creative designed to drive engagement and conversions. To ensure it resonated with our target audience, I started by developing mood boards to define the visual style, followed by detailed storyboards tailored to VSCO’s key user segments: Active Users, Professional Users, and Curious Users.The video was structured to immediately capture attention, opening with dynamic, persona-driven scenarios before seamlessly transitioning into an intuitive showcase of the Spaces UI. This approach ensured that the feature’s functionality was highlighted in an engaging yet conversion-optimised manner.
Once the client approved the creative direction, we moved into animation and production, ensuring the final execution aligned with both the brand's aesthetic and performance marketing best practices.
To maximise impact across paid media, we created multiple ad variations tailored for different platforms, including short-form cutdowns optimised for performance-driven placements (e.g., Meta, TikTok, YouTube, and programmatic display).
Post-launch, to sustain engagement and keep Spaces top of mind, we developed a weekly organic content series highlighting the feature’s unique benefits. This ongoing content strategy helped nurture users further down the funnel, reinforcing adoption and driving sustained usage over time.
Landing Page
The second phase focused on the VSCO Spaces page. I started with mood boards to define the page’s look and feel – clean, minimal, and distraction-free, ensuring the focus remained on communicating the feature’s value. After sign-off on the mood boards, we progressed to wireframes and then full designs.
The result was a landing page that balanced simplicity with functionality, aligning seamlessly with VSCO’s brand ethos.
RESULTS :
The campaign launched across paid and organic social platforms including YouTube, Meta, TikTok, X, and Snapchat, achieving widespread visibility and generating significant excitement. The advert and landing page worked in tandem to drive:
- High click-through rates
- Increased site traffic
- 48% increase in membership sign-ups
ROLE : Art director
AGENCY: Wpromote
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