The Challenge

Properate needed to cut through the noise and capture contractors' attention for their new heat loss calculation app. Previous marketing efforts had underperformed, prompting the need for a fresh, engaging approach that would make busy contractors stop scrolling and take notice.

The Strategy

Instead of a conventional app demo video, the Properate team envisioned a narrative-driven commercial contrasting the "Old School" method of heat loss calculations with the modern "New School" approach using the Stride app. The goal was to entertain while educating.

The Creative Execution

[Concept/Approach] [A humorous social media commercial presented as a comedy sketch, highlighting the app's features through an entertaining before-and-after scenario.]

[Production Details]

• Visual Approach: Television infomercial aesthetic with playful, exaggerated production values.

• Storytelling: Problem-solution narrative showcasing the frustrations of traditional methods before revealing how Stride simplifies the entire process.

The Impact

The commercial delivered a positive return on investment across Facebook, LinkedIn, and Instagram. Its performance was strong enough that Properate continues to run the ad and features it prominently on the Stride app webpage.

Credits

Role: [Creative Director, Videographer, Strategist & Editor]
Client: [Properate]