Overview:

The 2025 Video Trends Report campaign was created to position Dropbox as a thought leader for marketers and creatives working in video. The goal was to highlight emerging industry insights while showcasing Dropbox as a trusted resource for teams managing video production and collaboration. The campaign centered around a downloadable PDF report hosted on a gated landing page, supported by static ads and a short derivative video.

The Challenge:

As the producer, I managed this campaign during a particularly fast-moving period at Dropbox. The Video Trends Report was originally planned to support the launch of Dropbox Replay, but just before launch the entire product strategy shifted. This required us to completely pivot the campaign narrative and rework the creative approach on a tight timeline. At the same time, the brand team was rolling out new look and feel guidelines, which meant we were adapting visuals, tone, and messaging as we built. Balancing these shifting priorities while keeping cross-functional teams aligned and the campaign on schedule was one of the biggest challenges of the project.

My Approach:

When the strategy for the Replay launch shifted, I helped reorient the team and realign the Video Trends Report campaign around broader storytelling that still connected to Dropbox’s role in video collaboration. I partnered with the brand, content, and product marketing teams, as well as our external creative agency, to conduct audience research and identify emerging trends that became the foundation of the report. Together, we refined the insights, narrative, and creative direction to make the content both credible and relevant for our audience of marketers and creatives.

As the new brand guidelines were still evolving, I worked closely with design and brand stakeholders to apply the updated look and feel consistently across the report, landing page, and ad materials. Using Asana, I managed timelines, approvals, and feedback loops across all teams, ensuring the campaign stayed on track despite constant shifts in priorities.

Deliverables:

• 1x Downloadable PDF Report

• Gated Landing Page

• 1x Derivative Video

• 6x Static Ads

Production Agency:

Branch Road

Metrics:

Video Trends Report (PDF)

• Generated a 25% higher download rate compared to previous gated content campaigns

• Helped increase qualified marketing and creative leads by 28%

• Drove strong engagement time on page, showing clear interest in the research insights

Gated Landing Page

• Achieved a 34% conversion rate from visitor to download

• Improved lead capture efficiency while maintaining a premium, branded experience

Derivative Video

• Reached a 52% average completion rate across paid and organic placements

• Delivered a 15% lift in engagement on social channels compared to previous campaign videos

Static Ads (6x)

• Outperformed benchmark click-through rates by 10%

• Drove consistent traffic to the landing page, sustaining awareness throughout the campaign window