MARKETING CINEMAGRAPHS
Background
Cinemagraphs are both a photograph and video that plays in a short, never-ending loop, while the rest of the image remains still. The motion highlights a few seconds from the video, blending it seamlessly into the still photo. Cinemagraphs are created using an application called Cinemagraph Pro by Flixel.
Assignment
I was tasked with creating a marketing cinemagraph in a Concept Development course at the New England Institute of Technology. The final cinemagraph was to be posted here on my website and ultimately graded in a Web Asset Production course. From extensive in-class reviews, and Cinemagraph storyboards, the assignment was to choose a single concept (from an original 2) and re-storyboard it, polished, and suitable for final client presentation, and post in my CMS portfolio. I was asked to add the brand logo to a multi-frame storyboard comp, and (optionally) the inclusion of an onscreen (print) value proposition.
Inspiration
The cinemagraphic work of The Chamber, a Dubai communications and production agency that creates advertising and social campaigns, who’s piece titled Cartier, Unlock Your Wish, Wood & Gold, Cinemagraph filled me with endless creative inspiration. This moving, engaging, and emotional cinemagraph of a beautiful woman’s necklace dangling ever so subtly and gracefully, mesmerized me to no end. Never before had I seen such splendor captured in a digital medium. After viewing The Chamber’s work, I knew whatever cinemagraph I created would need to be elevated and compared to this artistic masterpiece.
Storyboard
I chose KAY Jewelers for this marketing assignment and to add their memorable slogan “Every Gift Begins with Kay,” along with their brand logo, to a cinemagraph. The Chamber inspired me to pair a beautiful model, holding beautiful jewelry by a world-renowned jeweler, in my cinemagraph.
KAY Jewelers parent company Signet Jewelers Limited is the world’s largest retailer of diamond jewelry which operates “over 3,500 stores in the US, UK and Canada under the names of KAY Jewelers, Zales, Jared The Galleria Of Jewelry, H.Samuel, Ernest Jones, Peoples, Piercing Pagoda and JamesAllen.com.”
My storyboard illustrates a beautiful woman holding and glancing at a KAY Jewelers necklace. The woman is selected as the motionless part of the image while the necklace is placed in the never-ending video loop sequence. Unfortunately, the original storyboard concept of a man embracing a beautiful woman holding jewelry was never illustrated.
SEO & UI/UX
The final Cinemagraph storyboard, and social post discussion included the following SEO and UI/UX details …
- Product: KAY Jewelers Necklace
- Target Audience: Young adult (age range 19–35), Caucasian, employed, middle-class, females
- Value Proposition: The sparkle of life encased in an eternal product.
- Longtail Filename: shopping-retail-kay-holiday-season-christmas-gift-black-friday-jewelry-deal.jpg
- UX Affordance: The affordance is perceived differently by the possessor of the jewelry.
- Some may have an emotional need to wear something of value when they don’t feel valued.
- Some may need jewelry gifted to them as an act of loyalty, devotion, or love.
- Perceptible affordance: jewelry is beautiful, therefore I am beautiful if I wear jewelry.
- Posted Message: Every kiss begins with Kay this holiday season! Christmas is right around the corner, visit our website for Black Friday jewelry deals!
- Instagram Hashtags: #jewelry #kay #christmas #blackfriday #deals #shopping #luxury #gifts #love #wedding #engagement #anniversary #magic #memories #precious #stone #rings #necklaces #bracelets #earrings #watches #charms #personalized #collections #diamond #gold #sterling #silver #platinum #titanium #tungsten #Agate #Alexandrite #Amethyst #Aquamarine #Beryl #Chalcedony #Citrine #Crystal #CubicZirconia #Cz #Emerald #Garnet #Hematite #Moonstone #Morganite #MotherOfPearl #Onyx #Opal #Pearl #Peridot #Quartz #Rhodalite #Ruby #Sapphire #Spinel #Tanzanite #Topaz #Tourmaline #Zircon
Generic Marketing Ad
Staying true to my original storyboard concept, this cinemagraph depicts the beautiful Monica Mouradjian, from Astria Design and a student at the New England Institute of Technology, holding a necklace from KAY Jewelers. Although lacking in a romantic theme, the image has impact and engagement, given its depiction of a beautiful woman holding beautiful jewelry.
“Every Kiss Begins with Kay” Slogan Ad
I originally asked Monica Mouradjian, from Astria Design and a student at the New England Institute of Technology, if she would be the subject of my cinemagraph, along with her boyfriend. Although the final storyboard does not include her boyfriend, Monica and another student, Edwin Torres, were able to do my original idea last minute—a beautiful female holding and gazing at a KAY Jewelers gift of jewelry from an embracing gentleman. The cinemagraph would include the KAY Jewelers logo and tagline “Every Kiss begins with Kay.”
Advantages
“Cinemagraphs help top brands and small businesses stand out, compete, and drive growth in digital marketing campaigns. We put cinemagraphs to the test in this case study series, and found that cinemagraphs outperform still images, leading to higher conversions, lower costs, and better results.” -Flixel
Social Ads With Cinemagraphs Had Higher Increases in Engagement Rates
“Social ads that used cinemagraphs led to significantly higher increases in engagement on social media. On Twitter, Microsoft advertisements that featured cinemagraphs targeting SMBs saw an increase of 110% compared to the 1.96% increase in engagement generated by advertisements using still photos. The effect was felt on Facebook, too; engagement rates increased by 85% with cinemagraph social ads, versus the 0.83% increase on still image ads.”-Mehek Seyid
Marketing Videos
