Remitly Q2 YouTube Audio Refresh
Remitly Audio Edit · Motion · Localization 2024

Peace of mind,
across four markets.

Eight :15 YouTube audio cuts — a refresh across LAC, MEX+CAM, India, and Brazil — A/B testing story-driven messaging against reason-to-believe proof points.

View the work
8
Video Deliverables
4
Markets
2
Creative Approaches
:15
Cut Length
The Brief

Refresh the YouTube audio pool. Push past ad fatigue. Keep the message simple: peace of mind.

Remitly's YouTube audio inventory was running long in the tooth. The brief called for a fresh set of :15 audio spots across four markets — LAC, Mexico + Central America, India, and Brazil — all anchored to one core message: sending money home with peace of mind.

The refresh doubled as an A/B test. Each market got two concepts running side-by-side: a story-driven cut grounded in everyday cultural moments, and an RTB-led cut leaning on Remitly's proof points — so media could measure which approach drove stronger audio engagement.

"Ward off ad fatigue. A/B test storytelling against RTBs. One message, four markets."

The Execution

Eight audio cuts, each paired with a branded companion card built to carry the message without motion.

Working from Remitly's approved scripts and market guidance, I edited eight YouTube audio spots end-to-end — pacing voiceover to music, shaping sound design around the :15 window, and designing a still companion card per market so the message still landed for viewers who only heard the spot.

Markets LAC · MEX+CAM · India · Brazil
Cut length :15
Concepts per market A — Story-driven · B — RTB-led
Platform YouTube (audio + companion image)
Total deliverables 8 videos

Audio-First Edit

Shaping :15 spots that live or die on the mix — voiceover pacing, music bed, and sound design all earning their place without a moving picture to lean on, backed by a single branded companion card.

Market Localization

Four market versions with language-appropriate voiceover and culturally specific hooks — ceviche in LAC, tortas in MEX+CAM, korma and cricket in India, farofa and Pix-led proof in Brazil.

A/B Concept Framework

Two creative tracks per market, run side-by-side: a story-driven cut grounded in everyday cultural moments, and an RTB-led cut built around Remitly's tracking, delivery options, and fee refund guarantee.

Need a motion editor who can A/B test concepts across markets without losing the thread?

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