Overview:

For the creatives track of the Dropbox Dash self-serve motion, our goal was to speak directly to one of Dropbox’s longest standing and most passionate user groups, the creative community. Creatives have always turned to Dropbox to simplify messy workflows and keep projects moving, so it was important that this campaign felt true to their world. We set out to show how Dash builds on that foundation by bringing even more organization and clarity to the creative process. Using the new brand guidelines, we crafted two key videos: a hero paid ad that captured the energy and momentum of creative work, and a customer testimonial that highlighted real people using Dash to collaborate more seamlessly.

The Challenge:

As the producer, I was responsible for leading the creative track of the campaign under a tight six-week timeline ahead of the fall launch. The scope included two major video productions while other campaign work for different audiences was happening in parallel. Managing these deliverables meant balancing limited resources, aligning multiple teams, and ensuring that each piece reflected the new brand direction.

My Approach:

To bring the creatives campaign to life, I partnered closely with the brand strategy, content, and creative teams to shape the narrative, visual direction, and tone for both videos. For the hero ad, I worked hand in hand with the production and motion design teams to ensure the story captured the energy and flow of creative work while staying true to the new brand look and feel. For the customer testimonial, I collaborated with the customer marketing and post-production teams to highlight authentic voices and relatable use cases that reflected how real creative professionals use Dropbox Dash.

Throughout the process, I managed timelines, milestones, and approvals in Asana, ensuring every stakeholder had visibility into progress and deliverables. I coordinated weekly check-ins, tracked feedback, and kept communication clear across brand, creative, and marketing teams.

Deliverables:

• 6x video ads

• 10x static ads

• 7x animated ads

• 6 part email nurture

Production Agency:

Rhino

Metrics:

Video Ads (6x)

• Averaged a 30–35% higher engagement rate than previous paid campaigns for the creative audience.

• Reached a 62% average completion rate, indicating strong resonance and storytelling appeal.

• Helped increase overall awareness and traffic to the Dropbox Dash landing page by 12% during the campaign period.

Static Ads (10x)

• Consistently performed above paid media benchmarks, driving efficient reach and engagement.

• Played a key role in reinforcing brand awareness through retargeting and multi-touch sequences.

• Delivered a 9% lift in click-through rates compared to prior static campaigns.

Animated Ads (7x)

• Captured audience attention with motion-driven creative, resulting in a 31% lift in engagement versus static formats.

• Achieved strong performance in A/B tests, driving an 11% higher conversion rate to the landing page.

• Expanded creative variety across channels, supporting optimization and creative testing efforts.

6-Part Email Nurture

• Maintained an average open rate of 35-42% and a click-through rate of 9–13%.

• Helped re-engage existing creative users while driving new trial sign-ups and product exploration.

• Strengthened the lifecycle journey by delivering tailored, persona-specific messaging that aligned with the new brand direction.