Honey’s marketing bread & butter has always been driven by low-funnel, performance ads.
This video was created within the first weeks of Covid lockdown. Rapid testing revealed a simple insight: calling out the YouTube “Click Here” button nearly doubled our CTR. We quickly scaled the tactic across other videos, as seen to the right.
I worked with our in-house animator to create this video featuring real customer reviews pulled from Twitter (RIP).
Honey has found great success in is robust influencer program; we partner with influencers to create custom Honey ads.
While helping build Honey’s brand through upper-funnel storytelling, I also led creative designed to drive measurable growth. Our team produced more than 15 video ads per quarter, intentionally pushing a high volume of content into market to test ideas, learn quickly, and scale what worked.
Some pieces were produced in-house or with creators, while others were developed with agency partners where I served as Creative Director and brand steward. You’ll notice that some of the videos are less polished, and that was intentional. In today’s performance ecosystem, authentic and fast-moving creative can perform just as well as high-production work.
Many of these spots were designed for YouTube’s skippable formats and other algorithm-driven placements. Once in market, the platforms optimize distribution based on performance signals, allowing the strongest creative to scale quickly.
Scroll for a few selected videos.
Check out more of the work on Honey’s YouTube page.
Production: in-house @ Honey