CASE STUDY
AdRoll - Brand Video
”Not Cats, AdRoll!”
Role highlights:
• Creative oversight
• Budget management
• Talent negotiations
• Script development
• Platform integration
• Brand consistency
Brief Created “Not Cats, AdRoll!” as a brand awareness campaign to satirize marketing tropes and emphasize AdRoll’s value to digital marketers. With a $5,000 budget, the video was concepted and produced entirely in-house and built to integrate into paid media, social, and landing pages across the platform.
Audience Digital marketers and SMBs frustrated by typical adtech clichés, seeking practical, results-driven solutions to grow their e-commerce businesses.
Approach Using humor and cultural commentary, I crafted a lighthearted narrative that rejected the overuse of cats in marketing. Oversaw concepting, script, production, post, and casting, aligning each frame with AdRoll’s refreshed design system and creative tone, extending into landing pages and paid campaigns across the platform.
Outcome The campaign earned 106K+ views at a low $0.04 CPV, with 373K+ impressions—successfully elevating AdRoll’s brand personality. It sparked engagement, drove site traffic, and supported ongoing top-of-funnel acquisition efforts by reinforcing a more self-aware, brand-consistent creative voice throughout the product and marketing ecosystem.
Behind the Scenes
Set
Set
Set
Talent
Effective teamwork was crucial to the success of the AdRoll video shoot. Each team member, from pre-production through post-production, contributed their expertise, ensuring a cohesive and efficient workflow. Open communication and mutual respect fostered a collaborative environment, allowing for creative problem-solving and adaptability, which were essential in meeting tight deadlines and budget constraints. This collective effort not only streamlined the production process but also enhanced the overall quality of the final product.
Kexin Chen, Vice President, Global Executive Marketing, Salesforce