Collaborated with online furniture retailer Article to explore the value of upper funnel brand creative in driving stronger performance. Because the brand had been focused on functional-benefit campaigns, this presented a significant opportunity for growth.
The new creative was anchored in a simple narrative structure focused on an overarching emotional benefit: with Article “Great style is easy” – grounded in the consumer insight surrounding the fear of making big-ticket furniture purchases online. The campaign drove a +4.5pt lift in Purchase Consideration and allowed the subsequent conversion campaigns to use this video-views “seed” audience to generate a highly effective look-alike audience for the most important Q4 Black Friday/Cyber Monday season.
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Partnered with the Lululemon team and creative agencies to help launch the brand’s first ever running shoe – the Blissfeel. The objective was to create a full-funnel campaign that would drive consumer awareness right through to conversion with a content ecosystem designed specifically for mobile. Elements included inspirational brand creative, creator content, product-focused video showcasing design details and colour ways, shoppable ad units and experiential AR. The launch was a runaway success and the Blissfeel sold out within days.
Lululemon closed 2022 with a 30% jump in year-over-year revenue.
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As a performance-focused brand, Shopify’s campaign output has generally focused on tactical, direct response creative. Leveraging lightweight Betatype Testing on Meta platforms allowed the brand to explore new brand benefit messaging strategies to determine strong performers. Lightweight, “templated” animations allowed for affordable video to be generated and several messaging options to be tested.
Although Betatyping only presents “signals” to performance – it forges a strong creative path forward for DR clients looking to expand their mid- to upper-funnel investment for long-term growth.
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A selection of original logo and packaging designs.
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The development of the Digital Circular set out to challenge the traditional retail flyer industry that has remained virtually unchanged for almost a century, into a mobile-first experience designed for how people shop. By partnering with Meta Solutions Engineering, we functionally allowed a client’s product catalogue to populate a custom Instant Experience (IX) builder in Ads Manager, which then attached to an in-feed video. Items could then be grouped into mini narratives that made it easier for consumers to shop price and promo. Canadian Tire, Shoppers Drug Mart, The Home Depot and The Hudson Bay were all part of the initial test cycle and average results saw 8x Incremental Sales in paired market tests.
The Digital Circular is now an integral component of most national retailers’ marketing digital strategy.
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Creative Director, Writer & Producer
Boost my Business is a Facebook Watch and IGTV series hosted by Tan France. Each episode tells the story of how small business owners solve marketing problems, creative challenges, and find new ways to stay in touch with their customers. The channel has over 20 million followers and counting, with season 1 featuring 12 businesses from across the US and the UK. To drive viewership, the series was surrounded with a robust ecosystem that included Instagram Lives hosted by Tan France, Facebook Watch 16:9 and IGTV 9:16 format edits, creative how-to learning modules, and finally, a Facebook Group to continue the learning and conversation.
The series has become an integral part of Facebook’s global efforts to help small businesses be successful in today’s world.
https://www.facebook.com/watch/facebookbusiness
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A selection of original logo and branding designs, including packaging and advertising.
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The goal: Drive creative exploration and learning to shift e-comm clients from a transactional mindset to multidimensional experiences for long-term brand performance and growth.
MEJURI: LOCAL CREATORS
With Mejuri, we explored the incremental value of leveraging local market creators to build brand trust and drive more cost-effective performance while expanding into new export markets.
NOA HOME: TOP FUNNEL BRAND CREATIVE
With Noa Home, a creative audit and mapping exercise revealed an opportunity to develop more top-funnel brand creative. Existing campaigns were rooted in functional benefits and testimonials and lacked an overarching brand promise or emotional benefit. We distilled an anchor brand message and created a series of new brand videos to run in conjunction with Black Friday, Cyber Monday, and seasonal Holiday campaigns.
CLEARLY: SOCIAL GOOD MESSAGING
With Clearly, we wanted to explore if their social good mandate, delivered through creators and Reels, could have a positive brand impact and help drive conversion. The campaign was set to run after Black Friday / Cyber Monday sales and carry through the holiday season.
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Worked with Victoria Emerson to reposition the brand and enhance the overall digital experience in order to drive stronger e-commerce results. A refreshed logo and website design, paired with new seasonal campaign imagery and video content had a significant impact on the consumer experience. New creative drove a 3x CTR increase, reduced cost per conversions by 30% with a 2.4x ROAS.
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Partnered with Shopify and Indigenous business organizations: CCAB, Entreprenorth, and Pow Wow Pitch to create We Thrive – a national campaign celebrating Indigenous-owned small businesses. By “hacking” an existing Meta-platform commerce ad unit – we were able to to generate an aggregated product catalogue, featuring over 120 Indigenous-owned SMBs and showcasing over 400+ products. The campaign ecosystem included in-feed video, stories, a GIPHY sticker pack and personalized IG Shopping Guides compiled by Indigenous creators. The campaign reached 15.4M Canadians and over 454K people shopped the digital flyer.
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A selection of original fashion campaigns and imagery.
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Partnered with art world disruptor Lighthouse Immersive to build a full-funnel marketing campaign to drive stronger ticket sales for their latest global exhibition: Immersive Frida Kahlo. The creative featured mobile-first video, interactive Poll and content-based Instant Experience ads, as well as AR filters that brought Kahlo’s artwork to life for consumers. Also included were Creator integrations in local markets.
The campaign ecosystem delivered a full arsenal of creative formats and underscored the importance of creative diversification for conversion. The campaign drove a +24pt lift in Ad Recall and drove down performance costs by –23%.
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Partnered with Tim Hortons’ creative agency Gut to build on their holiday message of kindness campaign. Tims’ KindNest is an allegory of holiday kindness seen through the eyes of a migrant goose forced to find refuge in a sometimes-unkind world.
Tims is probably one of Canada’s most recognized and iconic brands but it is lagging in brand affinity with younger consumers. The ask from client was broad: how could we make this idea more digital and how could this begin to speak to this elusive audience.
The Tims’ AR face filter was a digital extension on the allegory of kindness complementing the TV spot – and leveraged multiple-face-tracking technology to celebrate togetherness during the holiday. The effect leveraged the birds from the spot as “characters” in mobile camera, and with each additional face in frame, users would trigger another bird to appear, with a potential total of 5 birds (or human faces) in mobile camera frame. To add a second element of fun and interactivity – each bird would quack in its own unique “voice” the Jingle Bells tune when users opened their mouths, creating a cacophony of bird quacking.
This was the first step in driving a traditional brand into the mobile age and has paved the way for more digital-first experiences geared to speak to their new burgeoning younger customer.
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A selection of luxury category creative.
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Armed with the insight that millennials want to know more about the food they eat and where it comes from, we partnered with Vice to create a mobile-first, branded content series titled “The Future of Flavour”. This content approach allowed A&W to create a focused narrative around the brand’s ingredient guarantees. In a series of sequenced mobile videos, we follow Vice food editor Helena Yuu, as she explores everything from good-practice cattle ranching to conversations with food scientists. The 4-month campaign drove a 22-point lift in ad recall and a 6-point lift in message association.
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Published Global Facebook Case Study Link:
https://www.facebook.com/business/success/aw-canada
A selection of editorial art direction and design.
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A selection of favourite advertising campaigns: print, outdoor and digital.
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Pitched and won the US GEICO Direct marketing program based on a re-design of the member magazine and implementing a new mobile strategy. The updated consumer experience better reflects the iconic brand and incorporates versioned content based on life-stage. The program targets over 8.2 million members on mobile and in print.
Launched the Kraft US Food&Family CRM initiative in 2002. This program boasts over 12 million active consumers in a multi-platform environment that includes: mobile, web, video, email, magazine, point-of-sale, and direct mail. Content is versioned based on demographics and is executed in English, French and Spanish languages. This highly awarded program is held as the North American gold standard for CRM.
