Performance Social Campaign
Open Network (Life.Church) is a global platform providing free curriculum, training, and resources for churches and ministry leaders worldwide.
A 17-second paid social campaign promoting Open Network’s Sermon Series planning resource, built to make a large content library feel instantly accessible and drive measurable downloads within a performance marketing environment.
• Role – Creative Lead
Developed the creative concept, narrative structure, and visual system from the ground up. Owned end-to-end execution from storyboarding through animation and final delivery, working from a brief, a PDF, and a logo.
• Tools – After Effects, Illustrator, Photoshop, Premiere Pro
Campaign Objective
The primary goal was to drive downloads of a free sermon series planning resource containing:
• 24 sermon series across 8 core topics
• Content structured for 3–8 week teaching plans
• Downloadable notes and promotional assets
The challenge was to communicate enough value within a fast-scrolling social feed to earn a click, without overwhelming or confusing the viewer.
Primary metric: cost per new account. Internal target: $3.00 or below.
Creative Process
The project started with a nine-page PDF and a conversation with the marketing team about the core messages that needed to land. From that, a three-layer content structure emerged:
• Foundation: One anchor message the viewer could immediately grasp and remember. “8 Topics. 24 Series. All Free.” Everything else served this.
• Content Layer: A supporting layer showing just enough variety to communicate breadth without requiring the viewer to process every detail. The goal was a quick, confident sense of what was available, not full comprehension.
• Call to Action: A clear destination. Where to go, without friction, the moment interest was earned.
Motion Strategy
• Building a visual system to signal breadth
To communicate the full range at a glance, sermon series thumbnails were transformed into small, modular tiles that animated across the screen, serving two purposes: reinforcing the breadth of content and establishing a modern, inviting rhythm.
Morph transitions connected tiles fluidly, preserving visual flow without requiring the viewer to reorient between frames.
• Centering one message
The motion was built around a single, immediately readable claim:
“8 Topics. 24 Series. All Free.”
White space and minimal copy were used deliberately, ensuring the message could be understood in a single pass, even without sound.
• Creative Exploration
Two directions were developed and evaluated. The first leaned expressive and energetic. The second introduced more visual structure and order. The second option was selected because it reduced cognitive load, essential in a fast-scrolling environment.
• Reinforcing value and destination
After establishing scope, the campaign briefly showed the PDF itself to ground the message in something real. A clear on-screen URL followed so viewers knew exactly where to go.
Music and pacing were chosen to feel confident and contemporary, intentionally avoiding the slower, traditional tone common in church media.
First Direction
Selected Direction
Outcome
• The campaign achieved nearly a 50% reduction in cost per new account, lowering acquisition cost from a $3.00 target to approximately $1.50 per account.
• The sermon series promoted through this campaign was ranked #1 “Top Resource of 2023” by downloads, reaching 115K downloads, as reported in the Ministry Impact Report.
• Overall sermon downloads on the platform increased 45% year-over-year during this period, growing from 308K in 2022 to 448K in 2023.
Credits
Design Assets – Open Network (Life.Church)
Music – Alex Kizenkov
