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VICKI QIAN


Index

Performance marketing
︎︎︎Energy Boost AI Campaign
︎︎︎Next Gen Full Fibre Campaign

Brand/Motion
︎︎︎Utrack App Animations
︎︎︎Uswitch Telecoms Awards
︎︎︎Uswitch Black Friday Campaign

Design system
︎︎︎Uswitch motion system
Video/Motion
︎︎︎Huawei Art Studio Showreel
︎︎︎Huawei Unboxing Videos

For fun
︎︎︎René 3D Character Design
︎︎︎Article Visualisation
Mark

Next Gen Full Fibre Campaign

Marketing Design / Visual Identity / Motion Graphics

︎︎︎ Campaign: Next Gen Full Fibre (Uswitch × CityFibre)
︎︎︎ Role: Senior Visual Designer
︎︎︎ Channels: Meta (static + motion), YouTube, Digital OOH, Website
︎︎︎ Focus: Multi-channel creative tested and iterated in a live performance environment

DOOH in Milton Keynes


2D & 3D routes A/B tested on Meta  


On site motion banner


Campagin Setup
  • Two-phase performance funnel:
            Phase 1: Awareness & education on next-generation full fibre
            Phase 2: Deal-led remarketing to drive switches
  • Geo-split trial across Milton Keynes and Coventry
  • Multi-channel rollout with high creative volume
  • Two visual themes developed for A/B creative testing
  • Three-month trial with success measured by the trajectory of new CityFibre connections over time


A/B creative testing routes

Creative Execution - Phase 1 (Awareness & Education)

Phase 1 focused on building understanding of next-generation full fibre broadband, translating a complex, abstract proposition into a clear, scalable visual language.
Creative emphasised speed, reliability, and future-proofing, designed to work consistently across formats, from a single static image to longer paid video.

Creative route 1: 3D

Paid YT 

Paid Meta
Left: creative tested in Milon Keynes; Right: creative tested in Coventry

Paid Meta - 8s awareness

Creative route 2: 2D




Paid Meta

Paid Meta - 8s awareness

Performance Check → Iteration

Early performance showed that the creative was successfully driving mid-funnel intent, achieving a 76% session-to-serviceable rate, but conversion lagged, with a 40% click-out rate limiting overall performance. Analysis revealed high competitive overlap in the trial areas, with 66% of premises able to access both CityFibre and incumbent FTTP, reinforcing that price and perceived savings, not speed alone, were the primary conversion drivers.

User feedback and live performance data also indicated that “next-gen full fibre” terminology lacked immediate clarity. A/B testing across Meta showed geo-specific messaging (Coventry / Milton Keynes) delivering the strongest early engagement, with savings-led and generic variants also performing well, while static formats, particularly 3D statics, outperformed motion assets overall.

Based on these signals, I rapidly iterated the creative for Phase 2, shifting the focus toward savings, offers, and switching incentives, while retaining the core campaign identity. This ensured the creative direction aligned more closely with conversion behaviour, not just awareness engagement.



Creative Execution - Phase 2 (Conversion-Led)





Results

  • Geo-targeted creatives showed sustained positive performance over a 3-week period
  • Phase-based funnel structure improved downstream efficiency
  • Messaging learnings directly informed future broadband campaign strategy
  • Extensive OnePulse testing reduced creative risk and supported confident iteration


Sample OnePulse survey question



Process
Brief → Creative → Test → Insight → Iterate → Scale

Motion sketches

Creative process in 10s


Learnings

This campaign demonstrated the importance of decoupling creative ego from performance outcomes.
By pairing strong visual craft with rapid testing, user research, and data-led decision-making, I was able to adapt creative direction quickly and improve effectiveness under real commercial pressure.

What I’d do next: lead with savings earlier in the funnel and test education as a secondary reinforcement layer.

🖤️

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