Leveling up Printfresh’s video creative: new formats, new personas
The opportunity
They didn’t just need “more ads.” They needed:
- More video ads live in the account (and shipped consistently)
- New creative formats to find new winners (not just iterations of what existed)
- Clearer persona angles to make the creative feel about someone not just about prints
- A way to improve video output without ballooning production cost
What we did
- Increased video volume in-account: prioritised getting more video ads live consistently so testing didn’t stall.
- Tested new formats: expanded beyond standard UGC into:
- motion graphics / animated edits
- AI-assisted content (to increase output and explore faster variations)
- Built a creator pipeline for affordability: sourced and tested new, more affordable creators to increase throughput and reduce dependency on premium talent.
- Persona-led concept development: created concepts rooted in who is buying and why, so ads weren’t just “cute product” they had a sharper angle and context.
Creative territories we leaned into (examples)
- Persona-first “this is me” (identity + lifestyle + vibe)
- Problem/solution (comfort, fit, “what I wear after a long day,” etc.)
- Format innovation (motion graphics, bold type overlays, fast edits)
- Drop/season moments (launch energy + urgency)
- Value justification (why it’s worth it without sounding defensive)
Why it worked
- Volume + variety beat “perfect.” Shipping more videos and more formats created more chances to find winners.
- Personas created sharper hooks. Ads felt like they were made for someone specific, not everyone.
- Production got more scalable. Motion/AI-assisted approaches + affordable creators increased throughput without sacrificing brand vibe.
What we’re doing next
- Double down on the best-performing format + persona pairings with rapid iterations (new hooks, new openings, new edit pacing).
- Build a repeatable “drop launch kit” (3–5 proven video templates per launch).
- Keep widening the creator bench to protect output and reduce costs over time.
The goal wasn’t to make ‘better-looking’ video it was to build a system that ships consistently, tests new formats, and finds angles that scale.
Taikun team