Church and Dwight - Zicam

The Brief Just ahead of flu season, Church and Dwight wanted to promote a new Zicam AR filter on Snapchat. They relied on my team to find the right creators and produce humorous, inviting videos that would amplify engagement using Snap's lens preview ad format.

The "Why" / Creative Insight On Snapchat, an AR filter's success hinges on its immediate shareability. The goal isn't to explain everything, but to showcase the most entertaining, repeatable part of the experience as quickly as possible.

Strategic Direction I implemented a "short and sweet" approach tailored for short attention spans. The creative strategy was to minimize dialogue and focus entirely on the most visually engaging and shareable aspect of the AR filter. This ensured we delivered maximum impact in the shortest amount of time.

Results We delivered a set of concise, punchy videos featuring different creators for A/B testing. Both versions were delivered ahead of schedule and approved instantly, having been perfectly optimized for the platform and the campaign's objectives.

My Role Creative Lead, Art Director, Copywriter

Producer Isabella Sanders