Creative · Production · Social
Jinn
Why a delivery start-up made us their agency of record.
Creative · Production · Social
Why a delivery start-up made us their agency of record.
01 The brief
Jinn was a London-based on-demand delivery startup, backed with $20m of VC cash and ambitions to take on Deliveroo and Just Eat. Following a recommendation from Sky (who we'd worked with getting a number of brands to television for the first time), they appointed us to handle their creative - they had a TV and VOD campaign to close out Q4, followed by an ambitious ongoing social programme.
They needed an agency that could move fast, think across channels and keep up with a business that was changing week to week.
02 What we did
We acted as Jinn's agency of record across creative strategy, content production, media and campaign infrastructure. We planned and executed media buys across Sky AdSmart, Channel 4, ITV and Channel 5, targeting a tight demographic of 19-35 year olds within a specified income and employment bracket, down to postcode level in some cases. A big-budget TV commercial was navigated through Clearcast and delivered to air.
On a rolling monthly basis we produced a considerable volume of photo and video assets timed to calendar events and marketable moments, as well as evergreen content. We developed a series of proof-of-concept creatives for A/B testing across paid social and we let the results steer the wider creative direction of the brand, with data as well as creative sensibility.
We also provided ad-hoc support for the creative including developing and delivering a custom digital asset management solution - the tested, structured system for storing, tagging and accessing brand assets that allowed colleagues from any team in any country to find what they needed quickly. It was certainly less glamorous than a TV campaign but just as important.
03 The result
App installs were always the metric, and our TV and VOD work drove a huge surge in installs, and then orders, across the period. And with VOD activity staggered, it was easy to trace ROI from views through to installs.
Meanwhile our A/B testing programme produced clear data on what worked and allowed us to ramp up creative production. Exactly the kind of evidence that enables a marketing director to make the argument easily when it comes to planning next year's budget.