How a Crowdsourced Ad Campaign Drove Super High Click-through Rates
In a crowded market of productivity software, Coda partnered with creative company BUCK to stand out with a unique, sometimes polarizing out-of-home and digital campaign.
The concept was that everything evolves—even documents. This culminated in a series of seven “evolved” characters—like a chicken with arms, or a plant that grows sushi—with out-of-home placement in New York, Los Angeles and San Francisco, as well as digital ads. Although the campaign is still running, early results are promising.
The Evolution video increased Coda's video completion rate on LinkedIn by 43%, and it also has the highest click through rate compared to other video campaigns.
Here’s what made the partnership and campaign unique:
- BUCK and Coda run on Coda, which was a critical tool in the creative process. BUCK is an avid user of Coda and together, they planned all aspects of the campaign in Coda. Instead of dealing with version control, BUCK worked with the “garage door open” so that Coda and BUCK were always on the same page and working from the same Coda doc.
- BUCK and Coda crowdsourced the campaign at multiple steps. Coda has a company culture of transparency and collaboration, and once they had the idea for an “evolution” of animals, they opened up ideation to the entire company. The whole company voted on concept drawings at an all-hands meeting. And after the launch with the initial set of Evolution characters, Coda crowdsourced their next characters with an open call to the public, then decided on an eighth character to create.
- The campaign was tested internally and externally at many phases. After asking the company to vote on top character choices, Coda used Google Surveys to confirm their initial set of seven characters and continued to test throughout the campaign.
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About the Creative
Coda brings all your words, data, and teamwork into one powerful document. Familiar and simple, but evolved for modern workflows. Together with Coda, BUCK dreamed up arresting combinations of animals, plants, and tools that represent the powerful mash-ups of productivity possible within a Coda doc. We then rendered these fictions of biology as whimsical naturalist drawings complete with faux Latin names. Maybe nature can’t keep up with our imaginations. But Coda can. See more here.
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ABOUT BUCK
BUCK is a talent-driven, global, creative company with offices in New York, Los Angeles, Sydney, and Amsterdam.
Founded in 2004, BUCK has built a reputation for outstanding craftsmanship and innovation through collaboration with a wide range of clients across the cultural and technology spheres, including Nike, Apple, Instagram, IBM, Airbnb, and Google.
Recognized as an industry leader, BUCK’s trophy case includes an Emmy, multiple gold Cannes Lions, Clios, pencils, cubes, and over 150 other awards from the most prestigious competitions in the world.
For media inquiries, please contact press@buck.co.
CREDITS
BUCK
Executive Creative Director Kevin Walker
Global Executive Producer Nick Carmen
Executive Producer Justin Harris
Associate Creative Director Audrey Yeo
Sr. Producer Adam Reeb
Sr. Art Director Mark Kulakoff
Global Head of Design Brian Won
Head of Design - LA Kenesha Sneed
Storyboards Gabriel Pages
Design Arron Ingold, Fernando Utreras, Grace Park, Gunnar Pettersson, Jamiel Law, Jigyu Yoon, Morgan Schweitzer, Nancy Liu, Sol Lee, Stan Chan, Xia Gordon, Yeojin Shin, Zuheng Yin
Global Head of 3D Doug Wilkinson
Head of 3D - LA Alex Dingfelder
3D Supervisor Marc Steinberg
Senior 3D Lead Michele Herrera
Lighting Lead Eugene Goryachev
Rigging Supervisor Ernesto Ruiz Velasco
Rigging Jing Huang, Juan Carlos Barraza Mendoza
3D Artists Anita Kang, Carlos Moran Villanueva, Irmak Semiz, Jens Lindgren, Peter Sandeman, Tina Chao
Head of 3D Animation Alessandro Ceglia
3D Animation Lead Tyler Lancaster
3D Animation Hillary McCarthy, John Fielding, Josh Baum
Head of Strategy Marla Moore
Global Head of 2D Animation Daniel Coutinho
2D Animation Kyle Griggs, Zackary Miller
Global Head of Post Production Paal Rui
Editor Heather Bartholomae
Global Executive Producer Nick Carmen
Executive Producer Justin Harris
Associate Creative Director Audrey Yeo
Sr. Producer Adam Reeb
Sr. Art Director Mark Kulakoff
Global Head of Design Brian Won
Head of Design - LA Kenesha Sneed
Storyboards Gabriel Pages
Design Arron Ingold, Fernando Utreras, Grace Park, Gunnar Pettersson, Jamiel Law, Jigyu Yoon, Morgan Schweitzer, Nancy Liu, Sol Lee, Stan Chan, Xia Gordon, Yeojin Shin, Zuheng Yin
Global Head of 3D Doug Wilkinson
Head of 3D - LA Alex Dingfelder
3D Supervisor Marc Steinberg
Senior 3D Lead Michele Herrera
Lighting Lead Eugene Goryachev
Rigging Supervisor Ernesto Ruiz Velasco
Rigging Jing Huang, Juan Carlos Barraza Mendoza
3D Artists Anita Kang, Carlos Moran Villanueva, Irmak Semiz, Jens Lindgren, Peter Sandeman, Tina Chao
Head of 3D Animation Alessandro Ceglia
3D Animation Lead Tyler Lancaster
3D Animation Hillary McCarthy, John Fielding, Josh Baum
Head of Strategy Marla Moore
Global Head of 2D Animation Daniel Coutinho
2D Animation Kyle Griggs, Zackary Miller
Global Head of Post Production Paal Rui
Editor Heather Bartholomae
MUSIC AND SOUND DESIGN
PICO Sound
