Instaprints – BASSAM EL-ORABY

Instaprints.app

Content Creation, Photography, Videography, Video Editing

Client Instaprints

Project Objective: Creating a relevant converting content for new and mid 30s mummies

Categories: Content Creation

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Instaprints, Egypt’s #1 mobile app for photo printing, wanted to:

Reach new audiences — especially young and mid-30s mothers.
Showcase the ease, nostalgia, and emotional value of printed photos in a digital world.
Create high-converting visual content tailored for performance marketing (Meta, Google Ads) and organic growth.

Create lifestyle-focused, emotionally engaging photography highlighting real-world uses of Instaprints.
Produce short-form video ads designed for:
- Facebook and Instagram campaigns.
- Google video ad placements.
Use A/B testing variations (different video lengths and messaging) to optimize ad performance.
Deliver content that drives installs, purchases, and brand loyalty.

Directed and shot high-quality lifestyle photos portraying everyday emotional moments:
- Parents creating albums for their children.
- Families decorating homes with photo tiles.
- Nostalgic moments captured through printed memories.
Photo Editing: Enhanced colors, emotion, and story in every frame to fit platform-specific styles.

Conceptualized and scripted multiple short videos focusing on:
- App simplicity and usage flow.
- Emotional scenarios like family gifts, celebrations, and home decor.
Produced variations in video length (6s, 15s, 30s) tailored for:
- Facebook Reels.
- Instagram Stories.
- Google Video Ads.
Built strong, emotional call-to-actions integrated naturally into the videos.

Designed content variants to:
- Test different emotional hooks (family, nostalgia, gifting).
- Test video lengths and formats.
Supported continuous optimization based on ad performance data (CTR, CPA, ROAS).

Achieved high Return on Ad Spend (ROAS) across Meta and Google platforms.
Videos and images continue to be repurposed organically and for ads (as of September 2024).
Significant increase in app installs and conversion rates directly linked to the new creative assets.
Built a long-lasting library of professional assets that continue driving results across multiple campaigns.

Emotion drives conversion: Targeting the emotional bond of printed memories resonated strongly with audiences.
Smart testing wins: A/B testing different versions unlocked major improvements in ad performance.
Photography + video synergy: Using both high-quality static and dynamic visuals enhanced overall campaign effectiveness.
Creative tailored for platforms = better ROI: Shorter, punchier videos performed best for Instagram Reels and Google ads.