PARP x Lyft: In-app Campaign
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PARP x Lyft: In-app Campaign —
The PARP Lyft In-App Campaign is a paid advertising initiative designed to drive awareness and adoption of PARP among high-potential customers through targeted ads within the Lyft app.
As Art Director, I owned the creative direction from concept to completion, producing approximately 10 animated videos and four static display banners, directly presenting to the PARP marketing team, and overseeing the production agency's work throughout.
The campaign surpassed Phase 1 performance across key engagement metrics:
Click-through rates: +82 bps vs. campaign average
Video completion rates: +312 bps vs. campaign average
Retargeting click-through rates: +372 bps vs. campaign average
Role
Art Direction · Creative Direction · Concept Development · Production
Lyft In-app Videos
Spin Class
Pick Up Nearby
Variants
Cut downs of the hero video were created in various aspect ratios with reformatted content.
Pick Up Nearby:
06s at 9:16
Spin Class:
15s at 9:16
Spin Class:
06s at 9:16
Pick Up Nearby:
15s at 9:16