Paid Social Campaigns
Paid social campaigns conceptualized, shot, and edited for brands by Peter Donahoe. View gallery and book your video shoot below.
Wilson Speedskin Football Launch
I shot and edited these paid social advertisements for the launch of Wilson’s new line of flag footballs, including Wilson’s first ever women’s official sized football.
The first ad is intended to specifically speak to the launch of the new women’s football, the GST Heir, targeting only women’s flag football players and their family/friends. Meanwhile, the second ad is more broad, speaking to the launch of the entire Speedskin line, targeting all avid flag football players and their families/friends.
While creating these ads, my goal was to inform and excite consumers (flag football players and family of players) over Wilson’s new line of footballs, the Wilson Speedskin, while instantly establishing branding (who the message was coming from), and ultimately converting purchases.
The main concept behind the product and campaign was speed of play. I therefore shot these with a high shutter speed and used fast paced cuts along with well placed sound design to create energetic pieces that made the play feel intense and fast, so the consumer would subconsciously associate the new line of footballs with energy, excitement, and ultimately speed.
Client
Wilson Sporting Goods
Year
11/2024
Platforms
Instagram (Paid)
Facebook (Paid)
YouTube (Paid)
Performance
Ongoing
Wilson Custom Football Paid Social Ad
For a recently launched custom football builder on wilson.com, I shot and edited this paid advertisement to show off Wilson’s custom capabilities in the factory itself.
While creating this ad, my goal was to inform consumers (football players and family of players) of Wilson’s customization offerings on game footballs, while instantly establishing branding (who the message was coming from), and ultimately converting purchases. The video was used across mid and lower funnel tactics and was the highest performing avid football ad of the year for Wilson, bringing in 81K in revenue and counting.
This ad was also created in 4x5 and 16x9 formats.
Client
Wilson Sporting Goods
Year
08/2024
Platforms
Instagram (Paid)
Facebook (Paid)
YouTube (Paid)
Performance
Impressions: 1.5 Million
ThruPlays: 204,201
Engagements: 59,074
Meta Attributed Revenue: $81,170
ROAS: 9.52
Drove 178 Instagram Followers
Summer Solstice: The Longest Day Of Play
For the Summer Solstice, I concepted and produced a campaign around influencer and multi-sport athlete, Gabriela Gonzalez, as she attempted to play as many sports as possible with Wilson equipment and sportswear on the longest day of the year. I creative directed and was the lone videographer and photographer on this full day shoot. This reel was posted on the @wilson instagram the very next evening, with photo selects posted on stories throughout the day to help build anticipation for the full piece.
This was used organically, but it is a great example of a piece of content that would work superbly well as a brand awareness paid social advertisement - one that doesn’t intend to sell any specific products but demonstrates the scope of the brand to consumers who may not know of the brand or the full scope of the brand. Consumers who engage with the advertisement can later me retargeted in conversion campaigns.
Client
Wilson Sporting Goods
Year
06/2023
Platforms
Instagram (Organic)
Goal/Purpose
Brand Awareness - demonstrate the scope of the brand to potential and former customers
Performance
25.3K organic views
Wilson Volleyball Holiday Paid Social Promotion
For a holiday promotion of 20% on Wilson’s top selling OPTX Beach Volleyball, I created this advertisement for paid social, repurposing highlight footage I received from another videographer earlier in the year.
While creating this ad as a marketer and creative, my goal was to communicate the message clearly (20% off and free customization), while instantly establishing branding (who the message was coming from), all while attempting to keep attention and present as organic content that our audience wanted to see. The advertisment was one of Wilson’s top performing campaigns of the year with a ROAS of 30.47.
Client
Wilson Sporting Goods
Year
11/2022
Platforms
Instagram (Paid)
Facebook (Paid)
Performance
ROAS: 30.47 (Benchmark for comparison: 8.72)
