Expanding a Brand Campaign: Continuing the Conversation Across Channels
THE BRIEF:
We spent a lot of money on a campaign, but we still need more content to cover all of our channels. How do we continue the conversation while minimizing spend?
THE GOALS:
Create assets that support the larger campaign message but work well on organic social and throughout email
Personalize the campaign message and inspire our audience to participate
Expand the cast of characters featured in the campaign to expand diversity and types of stories told
After a successful launch of a national brand campaign with a significant investment, our client wanted to carry the messaging and ethos of the campaign into seasonal storytelling over time.
We created + captured an ongoing content series to feature artists, makers, and creators that continued the idea of this campaign, keeping the story fresh and introducing new products to the mix. This was the conversational interpretation of the campaign, where the audience could jump in and see themselves in the product. It introduced the social visual language that complimented the OOH billboards produced in the campaign and answered the questions, “how do we keep this conversation going.”