Neographic Media is a creative studio specializing in brand identity, print design, web development, and digital marketing materials. We curate thoughtful visuals that drive engagement, build trust, and connect brands with their audiences across platforms.
This project focused on creating a how-to YouTube tutorial that guides viewers through transforming supermarket flowers into a professional-looking bouquet. To increase views and drive traffic to the full video, a teaser was also crafted for Instagram Reels.
This case study explores the process behind developing both the YouTube tutorial and the accompanying Instagram Reel.
Design Challenge
The primary challenge was to produce an engaging ‘how-to’ YouTube tutorial while adhering to several technical and creative requirements. Key aspects of the challenge included:
YouTube Tutorial Objectives
Video Length: A duration between 3 to 5 minutes.
Camera Work: Incorporating multiple camera angles to effectively show off important actions and achieve greater visual interest.
Continuity: Ensuring that each action flowed seamlessly from one shot to the next.
Video Quality: High-quality video resolution to keep viewers engaged and clearly show off any actions.
Audio Quality: Crisp audio to ensure instructions are easily understood.
Sound Design: Adding background music and sound effects to enhance the video without distracting from the main content.
In addition to the full-length YouTube tutorial, a brief Instagram Reel teaser was developed to drive traffic to the full video. This teaser required an approach tailored to the fast-paced nature of Instagram.
Instagram Reel Goals
Run Time: A total length of 30 seconds.
Brand Integration:
1-second brand logo at the beginning.
2-second brand closeout with a call to action directing viewers to the portfolio site where the full video can be found.
Clips: Short, engaging clips that highlight key steps to maintain pace and viewer interest.
Auto-framing: Reframing and keyframing the video clips using Adobe After Effects to keep the focus on important actions.
Captions: Open captions to enhance accessibility.
Balancing these technical aspects across both platforms required creative solutions that addressed the distinct needs of each format.
Solution
The solution for this project involved bringing together creative direction and technical expertise using Adobe After Effects to produce both the YouTube tutorial and Instagram Reel. By leveraging this software, the videos were enhanced with ducking, keyframing, and precise editing to ensure continuity and clarity. This approach allowed for two polished, professional final products that achieved all the project goals.
YouTube Video
The polished how-to video meets all the objectives, including the 3-5 time requirement, varying camera angles, continuity between shots, high-quality video and audio, and well-integrated sound design.
Establishing continuity between shots required careful planning during the pre-production phase to achieve effective timing and transitions. This ensures viewers can easily follow the instructions without any confusion.
Process
Feedback on initial rendition of YouTube video
Shooting in an outdoor environment presented several audio challenges due to ambient noise, requiring refined directing and producing techniques. Reshooting and overcoming these obstacles strengthened management of on-location sound issues.
Taking on these creative risks ultimately strengthened the final video and improved overall production skills.
Instagram Reel
The final :30 second reel included seamless brand integration, quick procedure highlights, and accessible open captions, ensuring a polished, professional look.
Capturing attention in a short format required precise selection of key moments. The teaser featured a quick preview of the bouquet-making process, encouraging viewers to watch the full tutorial on YouTube.
Process
After showcasing the final rendition of the YouTube video, a group provided feedback on what shots would be ideal for an Instagram Reel. The common consensus was to use the over the shoulder shots.
All feedback was considered; however, as the producer, some creative liberties were taken despite suggestions. Some footage that did not make the final cut for the YouTube video ended up working out as the perfect footage for the Instagram Reel format.
Suggestions for IG Reel
Conclusions
This project successfully combined the detailed instructional format of a YouTube tutorial with the quick, attention-grabbing style of an Instagram Reel. Through the use of dynamic camera work, high-quality production elements, and consistent branding, the final result was both informational and engaging for viewers. Overall, the utilization of different video formats met the technical and creative goals while also providing a fun and accessible experience for a wide audience across multiple social platforms.
Like what you see?
Explore our blog page for additional case studies and projects that showcase impressive graphic design and visual storytelling.
Disclaimer: The social media ads created by the author for this case study project feature a fictitious representation of a brand-name product. These advertisements are part of an experiential learning exercise and are only imaginative works of fiction. The products are not endorsed by the actual brands mentioned.
Enjoy this video case study on the Neographic Media Youtube channel!
The Recipe for Memorable Marketing
Engaging content marketing is crucial for companies constantly competing in the marketplace. It is vital that a brand utilizes memorable content marketing as an opportunity to stand out from its competitors. High-quality content attracts and retains the attention of potential customers. Engaging content encourages interaction, leading to increased brand loyalty and customer retention.
Instagram Reels are intentionally designed to quickly capture and hold viewers’ attention. Social media platforms featuring successful reels demonstrates an understanding brand identity, current trends in digital marketing, and content creation that effectively engage an audience.
Furthermore, stop motion possesses a unique charm and tangible quality unmatched by other techniques. It enables animators to animate inanimate objects, giving them a sense of personality and character. Thus, combination of the quick engagement of reels with the distinctive charm of stop motion creates a powerful content marketing strategy, as recognized by big companies such as Apple.
From Farm to Fame: The Pepperidge Farm Journey
Pepperidge Farm is an American commercial bakery founded in 1937 by Margaret Rudkin. The brand derives its name from her family’s farm in Fairfield, Connecticut (CT), inspired by the pepperidge tree.
Official Pepperidge Farm logo
The company now operates out of Norwalk, CT as a subsidiary of one of North America’s largest food companies, the Campbell Soup Company. Pepperidge Farm is set to close its current headquarters by 2025 to consolidate its central offices. The new headquarters will be situated in Camden, New Jersey, alongside the Campbell Soup Company’s main office.
Milano cookies are one of the brand’s many beloved treats, delivering a rich chocolatey goodness that has found its way into the hearts and homes of countless Americans. But did you know that the same brand responsible for these delightful snacks also produces the beloved “snack that smiles back”?
Pepperidge Farm’s official website, where users can shop all their favorite snacks
Despite their established success and beloved products, Pepperidge Farm faces a new and unique challenge.
Crunch Time: Marketing the London Fog Cookies
Pepperidge Farm faces the challenge of effectively promoting their new Limited Edition London Fog Milano cookie on Instagram. They aim to increase social media engagement, boost cookie sales, and expand their consumer profile. The primary issue at hand is to create a compelling Instagram reel that would capture the attention of both existing and new customers.
Pepperidge Farm Instagram insights as of May 2024: 531 posts | 44.4K followers
The brand needs to differentiate this new product in a market saturated with various snack options. While their established products, such as the classic Milano cookies and Goldfish crackers, already have a strong following, the introduction of a limited edition flavor requires a fresh and innovative approach to capture interest and drive excitement.
Pepperidge Farm’s challenge was also influenced by the heightened competition in the snack food industry. As more brands leverage social media to promote their products, standing out becomes increasingly difficult. This intensifies the need for innovative content that can set apart itself from the crowd and capture consumer interest.
Client Cravings: What They’re Hungry For
Pepperidge Farm had clear expectations for this project:
Graphically Interesting Post: The client wanted a visually appealing reel that could capture the sophisticated yet playful essence of the London Fog Milano cookie. The design needed to be both eye-catching and engaging, leveraging the highly visual aspect of Instagram’s platform to draw in viewers.
Consistency with Existing Branding: It was crucial that the reel maintained a cohesive look and feel with Pepperidge Farm’s existing branding. This included using color schemes, fonts, and visual elements that aligned with the brand’s established identity.
Reference to the Holiday Fog Reel: The client specifically referenced the successful Holiday Fog reel, requesting a similar approach for the new product. This meant incorporating familiar stylistic elements and themes to create a sense of continuity for the audience.
Highlighting Product Uniqueness: The reel needed to emphasize what makes the London Fog Milano cookie special, from its unique flavor inspired by the classic London Fog tea latte to its limited edition status. This required a delicate balance of informative content and enticing visuals.
Engagement and Interaction: Beyond just views, the client expected the reel to encourage interaction—likes, comments, shares, and perhaps even user-generated content. This meant the content had to be not just watchable, but shareable and discussable, sparking conversation among viewers.
By meeting these expectations, the goal was to create a reel that not only promoted the new product but also reinforced Pepperidge Farm’s brand image, engaged their audience, and drove tangible results in terms of sales and brand loyalty.
360° of Goodness: The Stop-Motion Story of Milano Cookies
In approaching the challenge of setting Pepperidge Farm apart, I took a creative and innovative approach by incorporating stop motion into the final reel. Although this was a new challenge for me, I drew inspiration from successful examples like Apple’s Shot on iPhone 15 Pro reel. To ensure this solution would resonate with the client’s goals, I conducted preliminary research into stop motion techniques.
While presenting the concept to the client, we discussed the stop motion concept and gathered their input on how to achieve the desired effect. Based on the feedback and suggestions, I decided to shoot more than 4 angles of the London Fog Milano Cookies to enhance the stop-motion effect. In fact, I captured a total 17 angles to achieve a smooth spinning effect.
Throughout the development process, I collected feedback from the client to achieve the ultimate solution. This iterative approach allowed me to fine-tune the techniques used and ensure that the final reel would meet the client’s expectations and effectively showcase the product.
Final Instagram Reel for Pepperidge Farm’s New Limited Edition London Fog Milano Cookie
Color Palette & Typography
The solution we developed was a visually stunning Instagram reel that featured the London Fog Milano Cookies in a captivating stop-motion sequence. Similar to Pepperidge Farm’s Holiday Exclusive Holiday Nog Milano Cookie Instagram Reel, the product itself inspired the final color palette and typography. By leveraging this technique, I was able to create a unique and memorable viewing experience that effectively captured the attention of our client’s target audience.
In terms of platforms and tools, I utilized professional-grade photography equipment and Adobe Photoshop to edit and compile the images into an effective stop-motion sequence.
Overall, my approach to the challenge involved a combination of creative thinking and a commitment to delivering a solution that would effectively showcase the limited edition product and set Pepperidge Farm apart in the competitive marketplace.
Steps to Sweet Success
Planning (Research) – 1 Week
The journey began with a week dedicated to thorough research and planning. During this phase, an analysis of the Pepperidge Farm brand identity was conducted, various stop-motion techniques were explored, successful reels like Apple’s Shot on iPhone 15 Pro were studied. This preliminary research ensured a solid understanding of what would capture the audience’s attention and set Pepperidge Farm apart from competitors.
Designing (Storyboarding) – 1 Week
Next, the process transitioned into the week-long design phase, crafting detailed storyboards. Ideas were brainstormed to create a unique and engaging concept for the London Fog Milano Cookies reel. The storyboards outlined general frames of the stop-motion sequence, developing a coherent and captivating narrative.
Collaboration with the client during this stage was crucial to incorporate their vision and feedback, refining the approach to perfectly align with the brand’s identity and marketing goals.
Developing (Shooting & Editing) – 2 Weeks
With the plan in place and the storyboards approved, the development phase took place over the span of two weeks. This stage involved the meticulous process of shooting 17 different angles of the London Fog Milano Cookies packaging to achieve a playful spinning effect. Each photo was carefully masked to bring the product to life with the magic of stop-motion. Using Adobe Photoshop, the images were compiled and edited, ensuring a visually engaging loop for the final reel.
By following this structured timeline, I successfully created an Instagram reel showcasing the limited edition London Fog Milano Cookies. This reel added a unique touch of personality to the brand’s Instagram page while staying true to the brand’s identity and setting it apart from competing snack companies.
Behind the scenes look at the process
Projecting Sweet Success: Unveiling the Impact
The solution effectively solved the client’s stated problem and accomplished their objectives. The reel achieves the same feel as the Holiday Nog reel, aligning perfectly with Pepperidge Farm’s branding on Instagram.
Taste of Triumph: Instant Social Media Buzz
The immediate benefits include increased engagement on the Pepperidge Farm Instagram page. The visually captivating stop-motion reel attracted more likes, comments, and shares, boosting the brand’s visibility and interaction with its audience.
Over time, the brand will develop a more unique and distinguished identity by consistently posting high-quality, creative content. This will result in sustained social media engagement, a larger consumer base, and increased product sales. The continual use of unique and innovative content such as stop-motion reels will set Pepperidge Farm apart from competitors.
Crumb Count: Tracking Reel Performance Metrics
The most important data point is social media engagement. High engagement levels are crucial for enhancing brand visibility and reach. Increased engagement means more people are seeing and interacting with content promoting products like the new London Fog Milano cookie, which drives sales and strengthens the brand’s presence in the market.
Sweet Satisfaction: Client Reactions to Reel Results
Overall, Pepperidge Farm is ecstatic about the Neographic solution. The client’s positive feedback and the immediate uptick in social media engagement indicate that the solution not only solved their problem but also exceeded their expectations, helping them achieve their intended goals.
