What was the scope of their involvement?
Once we got in touch with their team, we determined the specific scope around our goal of creating a cohesive campaign. They started by helping us clarify our brand strategy. This involved identifying our target audience, our desired impact on that audience, and how to most effectively communicate with our consumers via messaging and overall positioning. The team then started brainstorming video content. The final deliverables for this campaign were two major 30-second spots and two six-second spots on YouTube, as well as two sets of Google display ads. They also wrote the video scripts, coordinated production efforts, and helped us incorporate this campaign into our overarching brand strategy.
What is the team composition?
I worked primarily with Anwar (Executive Creative Director, Popskull) and PJ (Managing Partner, Popskull). PJ managed the project, Anwar led the creative process, and they worked together on strategy. I also worked with Beth (Creative Director, Popskull) and Maddie (Strategic Planner, Popskull), who wrote the scripts, supervised the production process, and provided feedback on how the specifics would feed into the larger strategy. Grace (Copywriter, Popskull) also assisted with refining copy.
How did you come to work with Popskull?
While Google doesn’t recommend specific agencies, we found out about them while searching for Google partners.
How much have you invested with them?
We’ve invested about $185,000 this year, while last year was closer to $30,000.
What is the status of this engagement?
We started working together in August 2017 and planned all the creative by October. This first campaign concluded at the end of December 2017, but we continued running it with a lower ad spend through March 2018. We're currently running a second campaign, which launched in early August and will continue until the end of this year.