Conversion-Driven TVC & Growth Campaign — Warrp Australia
A performance-led brand and TVC campaign that accelerated user acquisition.
Warrp was an Australian peer-to-peer marketplace focused on making second-hand buying and selling safer through secure payments, verified users, and trusted meetups. The objective was not only to build brand awareness but to drive measurable user acquisition and accelerate marketplace adoption in a competitive resale ecosystem.
Duration · 3 min read
Context
I led the end-to-end creative strategy and execution of Warrp’s TVC acquisition campaign. The campaign was designed as a conversion-focused initiative aimed at increasing new user sign-ups by reinforcing trust, simplifying value communication, and improving brand recall across mass and digital distribution channels.
Approach & Expertise
- Defined a conversion-driven storytelling strategy aligned with user acquisition goals
- Designed a trust-first messaging framework highlighting secure payments and verified user interactions
- Created motion design systems and visual language optimized for attention retention and brand recall
- Developed sound and jingle timing strategies to strengthen memorability and emotional engagement
- Produced scalable creative assets for cross-channel distribution including TV broadcast and performance social media campaigns
- Collaborated with marketing stakeholders to ensure messaging aligned with growth and acquisition metrics
Execution
The TVC was crafted to reduce marketplace trust barriers, a critical adoption challenge for peer-to-peer resale platforms. The narrative focused on simplifying complex platform benefits into clear, emotionally engaging visual storytelling. The campaign was optimized for multi-channel performance, ensuring consistent messaging across broadcast and digital environments while maintaining strong visual recall.
Outcome & Business Impact
The campaign directly contributed to a measurable growth surge, driving a 138% increase in new user sign-ups shortly after launch. The increased adoption momentum helped Warrp secure a Top 100 ranking in its App Store category. The campaign strengthened Warrp’s brand perception as a secure and reliable resale marketplace, accelerating early-stage user trust and platform adoption. The success of the campaign was also highlighted through external press coverage reporting the rapid sign-up growth following launch.
