Overview:

The Dropbox Dash self-serve motion campaign focused on engaging the marketing audience, one of our strongest performing segments alongside creatives. This initiative aimed to apply the updated brand guidelines while authentically addressing the real challenges marketers face in their day-to-day workflows. The campaign featured a mix of video ads and static assets designed to highlight Dash’s value in simplifying content organization, collaboration, and efficiency. All assets funneled into a tailored email nurture track built specifically for marketers and creatives, reinforcing awareness and driving deeper engagement with Dash’s capabilities.

The Challenge:

As the producer, I was responsible for driving this campaign forward under a tight timeline leading up to the fall launch (6 weeks). In addition to managing this body of work, I coordinated parallel content production for other use cases while ensuring the new brand guidelines were applied consistently across all assets. This required close collaboration with multiple cross-functional teams during a period of significant headcount reduction. My role was to keep the project moving, maintain clarity amid shifting priorities, and ensure creative alignment so the campaign could launch successfully despite the constraints.

My Approach:

To bring this campaign to life, I partnered closely with the brand strategy, product, copy, and content teams to produce video and static ads that aligned with our updated brand direction. In parallel, I collaborated with the lifecycle marketing, design, and marketing operations teams to build out the supporting email nurture track.

Throughout the process, I managed the project in Asana, establishing clear timelines, milestones, and ownership across teams. I coordinated weekly check-ins, maintained visibility into dependencies, and ensured that feedback loops between creative, brand, and marketing stakeholders stayed tight.

Deliverables:

• 3x video ads

• 12x static ads

• 5x animated ads

• 6 part email nurture

Production Agency:

Rhino

Metrics:

Video Ads (3x)

• Achieved 25–35% higher click-through rate than benchmark video campaigns.

• Drove 7% increase in engagement across paid social channels.

• Average completion rate of 52%, indicating strong message retention.

• Helped lift overall brand recall and awareness among marketing personas.

Static Ads (12x)

• Generated consistent CTR above paid media benchmarks.

• Supported a multi-touch retargeting strategy, reinforcing brand messaging at scale.

Animated Ads (5x)

• Captured attention with motion-first creative, contributing to a 18% lift in engagement compared to static formats.

• Performed strongly in A/B testing, resulting in 9% higher conversion rate from ad to landing page.

6-Part Email Nurture

• Maintained an average open rate of 25-35% and a CTR of 8–12% across the series.

• Delivered steady conversion to trial or sign-up, helping nurture leads deeper into the funnel.

• Improved segmentation performance by targeting marketing and creative personas with tailored messaging.