Casetify | Toughen Up
Consumer Research, Campaign Strategy, Creative & Art Direction
Production Partners: CASETiFY In-house Creatives, Round Two
CASTiFY loves using 'drop test' to proof the toughness of their phone cases to global shoppers. 'Throwing the phone to the ground from 10 feet up' sells well but brand awareness is declining. It's time to look for better ways to feature its brand personality while keeping the effective visual impacts of phone-fallings.
Led by influencers, we use a 15s Reels dance to 'drop-test' your phone as the most 'danceable' social proof in history. The goal is to create a solid interactive idea that combines protection with style.
The youth make bold statements about the strongest identities to
toughen them up before chaos. Just as CASTiFY is tough enough to protect and stand on the frontline for every bold piece of YOU— whether it's your travel memory, besties' selfie or tweet of your life vision. You get to 'test-proof' it your own way.
Curated by @deeglazer, a celebrity dancer with 1.4M followers, we challenges the community to complete 15s dance with its signature phone-drop. @whoinvitedgrady, an up-and-coming songwriter/ producer/ remixer, also tailor-made a tune for CASETiFY as an audio form of branded influence via Reels.The dance becomes the social proof for anyone to easily demonstrate the product's USP.
Retarget with Product Ads disguised as Mesmerizing 3D Arts. CASETiFY retargets those who engaged prior with the challenge with product ads, done unconventionally to maximize sales conversions. All product ads in 3D, one of the most popular genres of content on IG. This visual-impactful way of storytelling differentiates the brand greatly from its competitors.