While tentpole campaigns can yield significant marketing victories, maintaining year-round marketing success and brand growth necessitates an "always-on" approach. To consistently steer the business toward its objectives, we crafted evergreen marketing initiatives that centered on showcasing the brand value props and product benefits.
Our creative approach to our campaigns was a mix of both highly polished creative and also more UGC feeling content. This mix of creative allowed us to capture different audience sectors without compromising on our overall brand look and feel.
To continue the evolution of our strategy, we explored marketing creatives that had a “surprise and delight” approach. We were able to blend seamlessly into customers’ online experience while also holding interest long enough to raise our ad completion rate, and also conversion rate.
We applied this strategy not only as a conversion tool but also as a brand-building tactic. By establishing a quirky, clever but still elevated approach to our creative, we enhanced our brand's awareness among new audiences without coming across stiff and boring.