creative | design | strategy
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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