More vs. Less: Turning the Tables on a Campaign Strategy to Engage More Buyers with Less Investment
Client
Kustomer, part of Meta
Industry
B2B SaaS
Kustomer, part of Meta
Industry
B2B SaaS
Tools
Adobe CC, Figma, Wordpress, Google Suite, Asana
Role
Branding & visual design, Creative direction,
Conference build, Agency relationships, Project management
Adobe CC, Figma, Wordpress, Google Suite, Asana
Role
Branding & visual design, Creative direction,
Conference build, Agency relationships, Project management
The Challenge
Create an attention-grabbing sweepstakes campaign that highlights Kustomer's immense value to businesses, offering participants a chance to win a grand prize. The campaign should stand out, emphasizing brand awareness and and the newly formed partnership with Meta.
Create an attention-grabbing sweepstakes campaign that highlights Kustomer's immense value to businesses, offering participants a chance to win a grand prize. The campaign should stand out, emphasizing brand awareness and and the newly formed partnership with Meta.
The Solution
We leveraged the Kustomer-Meta partnership to craft a compelling "better together" narrative, enhancing brand visibility and engaging potential buyers. We presented businesses with the opportunity to prominently display their own brand on a billboard as the grand prize, boosted by Meta ad credits, a free year of the Kustomer platform, and extensive PR and social media coverage for the winner's announcement.
My Role
I assumed responsibility for all brand-related choices and visual components of the campaign. I oversaw agency partnerships, fostered collaborations with artists and various cross-functional teams, and ensured a cohesive visual portrayal of the brand by designing and art directing. This involved creating essential assets utilized for the sweepstakes, effectively upholding a consistent brand representation.
Theme Creation
In today's challenging economic climate, companies are expected to do more with less while still scaling their brands and delighting their customers. Channeling this deep understanding and to connect with our buyers, we collaborated with our agency to produce a campaign we called 'More vs. Less' featuring illustrations of happy shoppers in real-life customer scenarios.
We crafted five distinct themes that resonated with a range of customer service scenarios. Each theme was designed to address specific aspects of the customer journey, offering tailored solutions to customer service issues. Paired with bold content, custom illustrations, and high-impact execution, these themes laid the foundation for a yearlong, multi-channel sweepstakes campaign.
In today's challenging economic climate, companies are expected to do more with less while still scaling their brands and delighting their customers. Channeling this deep understanding and to connect with our buyers, we collaborated with our agency to produce a campaign we called 'More vs. Less' featuring illustrations of happy shoppers in real-life customer scenarios.
We crafted five distinct themes that resonated with a range of customer service scenarios. Each theme was designed to address specific aspects of the customer journey, offering tailored solutions to customer service issues. Paired with bold content, custom illustrations, and high-impact execution, these themes laid the foundation for a yearlong, multi-channel sweepstakes campaign.
First-Party Partnership Design Strategy
In light of Kustomer's partnership with Meta, it was imperative to adhere to joint guidelines that satisfied both entities. I collaborated closely with Meta's brand team to create an integrated identity with the Kustomer and Meta brands. I established a micro-set of guidelines and a grid system, serving as the consistent foundational framework for all creative elements.
In light of Kustomer's partnership with Meta, it was imperative to adhere to joint guidelines that satisfied both entities. I collaborated closely with Meta's brand team to create an integrated identity with the Kustomer and Meta brands. I established a micro-set of guidelines and a grid system, serving as the consistent foundational framework for all creative elements.
Art Direction
As the art director, my collaboration with our marketing team and agency was geared towards crafting a series of creatives and concepts that not only served the immediate campaign but also had the versatility to resonate with our audience throughout the year, ensuring sustained engagement and relevance.
I worked closely with our agency to craft illustrations that seamlessly matched each theme. To enrich our brand’s visual language we commissioned the talented Ryan Todd to produce a series of illustrations that embody Kustomer's brand promise. A range of design directions were provided, and I played a key role in refining the chosen concepts to bring our campaign to life. This ensured that our final deliverables effectively conveyed our intended message and strongly resonated with our audience.
As the art director, my collaboration with our marketing team and agency was geared towards crafting a series of creatives and concepts that not only served the immediate campaign but also had the versatility to resonate with our audience throughout the year, ensuring sustained engagement and relevance.
I worked closely with our agency to craft illustrations that seamlessly matched each theme. To enrich our brand’s visual language we commissioned the talented Ryan Todd to produce a series of illustrations that embody Kustomer's brand promise. A range of design directions were provided, and I played a key role in refining the chosen concepts to bring our campaign to life. This ensured that our final deliverables effectively conveyed our intended message and strongly resonated with our audience.
What initially resembled a picket parade blossomed into a joyous procession.
This design underwent the most significant transformation by reimagining chat bubbles as
whimsical balloons, infusing a more fantastical and playful creative element.
Digital Campaign Journey
The creative was strategically placed across a range of marketing channels, including paid media, email marketing, landing pages, podcast commercials, and trade show setting.
The creative was strategically placed across a range of marketing channels, including paid media, email marketing, landing pages, podcast commercials, and trade show setting.
Paid Media
Paid advertisements were scheduled to be launched across various channels for a full month. We carefully selected channels that would effectively reach our target audience in order to maximize exposure.
Paid advertisements were scheduled to be launched across various channels for a full month. We carefully selected channels that would effectively reach our target audience in order to maximize exposure.
Social & Email Marketing
In close collaboration with Kustomer's digital marketer and social media manager, I played a pivotal role in creating and delivering promotional emails, and designing social posts across our company channels to generate excitement surrounding the sweepstakes and an opportunity to enter.
In close collaboration with Kustomer's digital marketer and social media manager, I played a pivotal role in creating and delivering promotional emails, and designing social posts across our company channels to generate excitement surrounding the sweepstakes and an opportunity to enter.
Landing Page
To enter the sweepstakes, sweepers were sent to the landing page I designed. The page mimicked the whimsical theme and playful design of the campaign. It provided the benefits of participating in the sweeps, a simple entry form to sign up, and a place to learn more about Kustomer.
To enter the sweepstakes, sweepers were sent to the landing page I designed. The page mimicked the whimsical theme and playful design of the campaign. It provided the benefits of participating in the sweeps, a simple entry form to sign up, and a place to learn more about Kustomer.
Podcast Commercial
In close collaboration with our agency, our team devised a podcast commercial as an additional tactic to effectively reach our audience and promote the sweepstakes.
In close collaboration with our agency, our team devised a podcast commercial as an additional tactic to effectively reach our audience and promote the sweepstakes.
To maintain the excitement and joy for podcast listeners, we opted for a whimsical approach inspired by storybooks and the playful design of our sweepstakes. By incorporating this unique narrative style, we aimed to leave a lasting impression and create a memorable connection with listeners.
Listen to the commercial below.
Listen to the commercial below.
Shoptalk Conference Debut
Kustomer participated in the annual Las Vegas Shoptalk event to establish connections with a broader audience of buyers and bolster brand recognition, capitalizing on our newly formed partnership with Meta. We leveraged Shoptalk as a strategic platform to showcase and amplify the impact of our sweepstakes campaign. By repurposing this creative for the event, we aimed to consistently reinforce brand recognition and resonate with our audience across various initiatives.
At the Harry Reid International Airport, Shoptalk attendees were welcomed by our sweepstakes creative. We positioned billboards across various terminals and digital screens to captivate and guide attendees to our booth. I collaborated with our agency to curate the final billboard selections and their placements at the airport based on high foot traffic areas, ensuring maximum visibility.
Learn more about Kustomer at Shoptalk here.
Kustomer participated in the annual Las Vegas Shoptalk event to establish connections with a broader audience of buyers and bolster brand recognition, capitalizing on our newly formed partnership with Meta. We leveraged Shoptalk as a strategic platform to showcase and amplify the impact of our sweepstakes campaign. By repurposing this creative for the event, we aimed to consistently reinforce brand recognition and resonate with our audience across various initiatives.
At the Harry Reid International Airport, Shoptalk attendees were welcomed by our sweepstakes creative. We positioned billboards across various terminals and digital screens to captivate and guide attendees to our booth. I collaborated with our agency to curate the final billboard selections and their placements at the airport based on high foot traffic areas, ensuring maximum visibility.
Learn more about Kustomer at Shoptalk here.
Shoptalk Booth
Kustomer's Shoptalk booth offered a multitude of avenues to explore our diverse offerings. A dedicated section of the booth was exclusively reserved for our sweepstakes campaign. I designed a visually-stimulating and always-on video to draw visitors into the sweepstakes pod. After entering, visitors hit the button on our surprise-and-delight ticket dispenser to receive an exclusive discount code from a Kustomer partner and a fanny pack filled with trade show goodies that also mimicked the sweepstakes creative.
Kustomer's Shoptalk booth offered a multitude of avenues to explore our diverse offerings. A dedicated section of the booth was exclusively reserved for our sweepstakes campaign. I designed a visually-stimulating and always-on video to draw visitors into the sweepstakes pod. After entering, visitors hit the button on our surprise-and-delight ticket dispenser to receive an exclusive discount code from a Kustomer partner and a fanny pack filled with trade show goodies that also mimicked the sweepstakes creative.
Key Results
By coordinating efforts across different marketing avenues, we successfully built anticipation and encouraged participation in the sweepstakes campaign.
In total, we collected:
• 703 sweepstakes signups, creating 450 potential new leads
• Garnered 26.6M+ impressions on our paid advertising during
one month of promotion
• Had 22.2K visits to the sweepstakes landing page
By coordinating efforts across different marketing avenues, we successfully built anticipation and encouraged participation in the sweepstakes campaign.
In total, we collected:
• 703 sweepstakes signups, creating 450 potential new leads
• Garnered 26.6M+ impressions on our paid advertising during
one month of promotion
• Had 22.2K visits to the sweepstakes landing page
One lucky winner will be announced in the coming months!
You can see some of this Kustomer creative used at Shoptalk.