AVAIL
Driving Supply and Demand in a Competitive Market with Performance Creative.
THE PROBLEM
Avail, a car-sharing startup, faced a unique challenge: generating both lender (supply) and borrower (demand) traffic and conversion in a crowded market dominated by established players like Hertz and Enterprise, while also facing competition from peer-to-peer services like Turo and even Uber. They needed to educate potential users about their service and understand what motivated their target audiences.
THE SOLUTION
I served as the primary creative strategist for Avail's full-funnel, omni-channel campaign. I collaborated with the media buying team and Avail directly to craft a comprehensive creative strategy:
Static and motion ads: These concise creatives captured attention and sparked initial interest.
Live action full production videos: These immersive experiences showcased Avail's value proposition in a compelling and relatable way.
Strategic use of UGC: Working directly with creators, I developed scripts, storyboards, and briefs for authentic content that resonated with target audiences.