Brand Authority

A launch campaign for Moz's new product
CLIENT
Moz
Category
Art Direction, Brand Design, Motion
year
2023
Brand Authority

Overview

Brand Authority was a new metric Moz released in 2023 to measure the impact of Brands in the Search Engine Results Page (SERP). In other words, it was a great way to measure a brand's online presence. This was a unique tool in the field, and needed a unique campaign to promote it's release.

Our goal was to launch it during MozCon, the company' big annual conference for the SEO (Search Engine Optimization) industry. There would be lots of attendees, and a lot of buzz around the event within the industry, so we wanted to make a splash. The campaign was to invite a Gen Z audience and stand out from our typical brand identity through use of color, illustration style, and marketing tactics. The full campaign included.

  • Over 100 promotional images
  • 2 distinct landing pages
  • A major launch announcement video
  • 25+ shorter videos and gifs

Brand Authority Launch Video. Creative Direction: Troy White. Animation: Elda Flores Montelongo

A colorful ring surrounding the Moz logo on a gradient background with the words Brand Authority, A new metric by Moz
Social image

Challenge

Time was short and the deadline was immoveable. With a launch targeted at MozCon, the campaign wouldn't be postponed. In addition, creating a brand identity for the campaign that was distinct from Moz's usual style while still looking like it came from Moz. Finally, the content team was trying an additional novel promotion, a cosmo-magazine-style quiz to determine a brand archetype. This part of the campaign called for a number of character illustrations to bring the archetypes to life. All these considerations meant tackling the project from many different angles, and with some new methodologies.

— Creating a campaign concept, including the original artwork and design.

— Use of Generative AI to be able to produce marketing illustrations within the specs and style the team needed.

— Developing a landing page to promote the campaign, and an additional landing page to house the quiz, working with engineering teams to put the quiz on the page.

— Coordinating production a script and art directing a promotional video, subsequently cut up into shorter clips and different sizes for social and paid ads.

— Producing and supervising further production on over 100 images for various purposes.

Results

The campaign resulted in very happy internal stakeholders who loved the look and visual cohesiveness of the campaign, and fortunately some very tangible success when looking at the numbers. It was a high performing campaign across most channels.

  • 45,320 visitors to Brand Authority pages
  • Ads: 2x increase over highest previous CTR
  • 35k+ video views
  • 223% of goal for link clicks on social media
  • Marketing Design team received quarterly recognition award, primarily on the strength of this campaign along with design for MozCon 2023

Brand Authority concept development and video storyboarding
Excerpt of Miro board for concept development
Social Media and Ads

Brand Authority Landing Pages
Brand Authority landing page. Web/UI design: Derick Brown

Brand Authority Archetype Quiz and Brand Authority Webinar supporting campaigns

These followup campaigns drove more engagement with Brand Authority, traffic to the site, and helped make the new metric more sticky.

Brand Authority Quiz Stickers (given out at MozCon)