ROOT APP
EXPLAINER VIDEOS
CLIENT: Root Car Insurance
ROLE: Concept, Copy/scripts, Storyboard
1. BACKGROUND
When I joined Root’s growth marketing team, it was a young brand still exploring different ways to introduce itself to customers. I noticed there wasn’t a lot of visual emphasis on the Root app itself though, the heart of the whole Root experience.
2. THE CHALLENGE
In 15 seconds or less, create a video for Root’s performance marketing channels that introduces the Root brand and app, focusing on visuals of the app to demonstrate value props, product features and user perks.
Primary KPI: Customer profiles created (conversions)
3. THE IDEA
I first wrote the script, concentrating on highlighting the top performing brand messaging as well as the most popular product features according to our Consumer Insights team. I then designed and built the storyboards in Figma using Root’s color palette and caret element for inspiration. For the animation, I managed a mix of motion designers and agencies to produce the final videos.
4. RESULTS
These videos had instant and long term success, bringing in 3x more conversions on Facebook than the top performers at the time.
FIGMA EXPLORATION SERIES 1
FIGMA EXPLORATION SERIES 2
Alongside Series 1, I created a more lo-fi video series based on visual trends we were seeing across Facebook. I wrote this series to focus more on quickly delivering key Root Insurance features and benefits to the viewer.
