From our experience as a content agency, there’s one thing we know for sure.
It’s not easy figuring out where to start.
Brands come to us every day with questions like: What kind of content do we actually need? How many creatives? Should we start with UGC or influencer marketing? Organic or paid ads?
When you’re launching something new (like Sortible), those questions multiply tenfold and become twice as daunting. But our answer lies in a Content Library approach – bespoke content strategies based on what you need, backed by the data we know works.
Not cookie cutter. Never one-size-fits-all.
Sortible came to us with an opportunity for a global app launch. We built them a hybrid content engine to feed their every content need.
Ever hosted an event and got so caught up in all your hosting duties that by the end of the night, you realise you didn’t take a single photo? Maybe it just was a dinner party with friends, your debut DJ set at the park, or (wait for it…) maybe even your wedding? The horror.
Now, what if there was an app that allowed you (and all your guests) to snap, share and upload their photos from the night – sans the blurry action shots, the kebab you devoured afterwards and accidental screenshots? All with a single QR code and instantly saved into a technology agnostic (equal rights for iPhones & Androids) photo album.
Enter Sortible. Your trusty sidekick to never missing a moment, and finally being able to experience any event or life milestone from all possible angles.
It’s made photo album collaboration, organisation AND bulk deletion easy, leaving you with a curated selection of memories snapped by your friends, family, and yourself.
When Sortible first launched, they needed a full-fledged content engine – one to drive brand awareness, app downloads, and long-term momentum across both iOS and Android.
And as a content agency that’s seen just about everything in the space, we knew a classic “influencer marketing campaign” or “user-generated content strategy” wouldn’t cut it here.
Instead, we brought the Content Library experience – a modular, hybrid package inclusive of user-generated content (UGC), motion graphics, content remix ads, photography, TikToks, et cetera. Even micro-influencer partnerships if that’s where your heart (and strategy) lies.
It was a content stack tailored to suit Sortible’s goals, brand, and target audience – and worked wherever they chose to use it.
In the spirit of speaking Sortible’s language (i.e. photos and videos), we’ll dive into content first.
Starting with bread and butter, we brought user-generated content (UGC) to the table. Obvi.
Always versatile, always reliable, always necessary. And in the case of @_sophieespinosa’s videos, extremely effective.
Sophie showed us just how Sortible’s photo-sharing function made the memories of her wedding even more unforgettable – by documenting every moment of the day from every perspective beyond her own.
Including an app demo to reflect real user experience, plus an honest review with emotions you could FEEL through the screen, this was good UGC. Plain and simple.
Now, on to things you might not even know we do.
We’re talking motion graphics, because think about every tech brand or gadget ad you’ve ever seen. What are the odds of them featuring punchy, fast-paced, visually satisfying animation that seals the deal and makes you think: “Yeah, that’s legit.”
Probably very high.
So, we did the same for Sortible.
To build trust and polish around an app that was new to market, we produced a suite of animated assets to introduce Sortible’s features in a way that felt clean, premium, and scroll-stopping. From UI walkthroughs to bold text overlays and transitions highlighting key USPs, they looked a little something like this.
Here’s where the Content Library deal gets extra sweet, especially from the lens of ROI and performance metrics.
Perfect for channels like Meta Ads, we used the best-ofs from our user-generated content and motion graphic videos – then edited them into multiple modular remix ads.
Sort of like if a TikTok UGC and a high-production campaign trailer made a beautiful high-converting baby.
Here’s an example.
And another for good measure, where you’ll see that every content remix was optimised for paid ads performance.
Fast pacing, A/B testing hook variations, platform-specific specs, text overlays whilst still retaining each creator’s unique voice and flair – you almost can’t look away.
It’s the kind of video ad that squeezes maximum value out of every frame. Crucial in an era where content is currency.
The result? Sortible went from new to relevant fast, generating thousands of app downloads via Meta Ads alone within just two months.
More specifically, we’re looking at:
All of the account’s top performers were our content remixes and UGC, accounting for the bulk of downloads and proving to be Sortible’s winning content recipe for future scaling.
Step one? Identifying a brand’s needs and what gaps there are to be filled.
For a new brand like Sortible where the entire thing is a gap (*only because it was non-existent before), the first step would be to unpack which avenues would drive the greatest impact.
Both in terms of channel, and content types.
In terms of content creator selection, we engaged a mix of American and Australian micro-influencers to ensure a wider reach that catered to each audience demographic. You’d be surprised how much accents and relatability matters in user-generated content (UGC).
Across both iOS and Android, we then briefed creators on ensuring that their app / product demos shared genuine experiences, plus the value Sortible provided during life’s big moments.
But the real magic came from repurposing raw footage.
As a content agency with an in-house creative team of designers, videographers, photographers, influencer marketing specialists and more, we created content remix ads, motion graphics, and even organic social posts to fuel every angle / channel.
Through A/B testing frameworks and frequently reviewing top performers, we’ll also iterate, pivot (PIVOT!) and adapt accordingly for new briefs and creator partnerships.
Sortible might have come to us for content.
But beneath all that, they were actually looking for a launchpad – which we delivered in the form of a content library that catered to multiple channels, objectives, demographics, formats, and funnel stages. Plus future planning too, given the endless ways to repurpose modular content
Even now, long after the initial launch, our content is still doing plenty of heavy lifting.
If you’re after a suite of content to build up your brand’s bank of assets for the long haul, our Content Library might be right up your alley. Just like some of our more future-oriented clients who especially love the element of data-backed testing and flexibility this approach provides.
Want to learn more about Sticki’s Content Library? Chat with us.
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