Naemi.me had just launched the open beta of their platform and were looking to attract their first wave of freelancers. Our role was to design and execute a campaign that would bring targeted awareness and drive registrations. To do so, we proposed testing two different video ad approaches: one with a more corporate, straightforward tone, and another styled as organic UGC, with the goal of comparing performance and resonance across platforms.

Since Naemi.me was the first of its kind in Bulgaria, there were no direct local references to draw inspiration from. Instead, we analyzed successful ad formats from established job platforms and adapted them to fit Naemi.me’s positioning. For the corporate video, we went with a short animated ad supported by a warm and catchy voiceover. To make sure everyone got the same picture in mind, we developed a graphic storyboard outlining the full sequence, which was then approved before production. From there, we developed our animated video ad. The VO came from the amazing Impress Studio, who connected with Naemi.me’s cause and were very proactive in their approach. We got the ad formatted for different placements, the ad was ready to go live.

The organic video had to have a very different feel. We wanted it to look organic, as if it wasn’t an ad at all. Armed with just a smartphone, we filmed it like a lighthearted sketch inside Motion Labs — a studio that was perfect for such content. After capcutting the result was a natural-looking, fun piece of content designed to sneak into freelances's feeds effortlessly.

Before launching, we ran a small static ad to test the waters and build initial awareness. Once the videos were ready, the campaign got set-up with the insights of the initial test. Our channels of choice were Meta and TikTok.

Without praising ourself too much — we are happy to say the campaign achieved results that exceeded expectations.

On Meta, the UGC ad was the clear winner—at one point it ranked in the top 1% of ads on the platform, delivering a CTR of 4.58% and helping drive the 100%+ increase in new accounts. On TikTok, things flipped: the corporate video brought in stronger click-through rates, while the UGC ad pulled more likes and saves, showing that it resonated even if it didn’t convert clicks as effectively.

The campaign delivered standout results—3.67% CTR on Meta and more than 100% increase in the number of new accounts. Just as important, it gave Naemi.me a clearer picture of how their message performs across different contexts, helping them understand what truly connects with their audience.