The Challenge
The Christmas holidays represent an important buying time of the year for any company, but especially so as a new publisher. With a new line of books ready for market, The Giving Company needed a festive campaign that would drive sales of their new published products during the holidays and into the new year. So they called Vert for creative support to help them produce what would become their most successful publishing sales campaign of the year.
The Giving Company approached us with a lofty sales goal, a small budget, and a tight deadline—which meant photography and copy was needed as soon as possible. With an understanding of their KPIs and an audience brief, our creative team got to work.
The Process
Audience insights heavily influenced our creative. Leaning on visual archetypes popular with our target group, we created a mood board of photos, colors, and holiday styles to inspire our scenes. This helped us nail down art direction for the photos and decide on a few key "moments" that would help highlight the books that The Giving Company was selling. Within just a few hours in our studio (and after several cups of hot chocolate), we had produced an entire set of launch-ready photos.
Know that sales would be the key indicator of a successful campaign, we wrote copy focused on conversions, using strong verbiage to encourage purchase decisions. Several variations were produced to account for different buyer modalities and retargeting efforts.
And like holiday magic, our creative was completed and ready for launch just in time for the busy holiday sales season.
