Case Study: Summer Full-Funnel Campaign for Visible
Objective:
This summer, we launched a full-funnel marketing campaign with three key goals:
1.) Increase Consideration: Elevate visibility and consideration for the Visible brand
2.) Enhance Engagement: Drive engagement around the summer Olympic Games.
3.) Promote Features: Highlight our wireless plans’ latest features tailored for summer travelers.
This summer, we launched a full-funnel marketing campaign with three key goals:
1.) Increase Consideration: Elevate visibility and consideration for the Visible brand
2.) Enhance Engagement: Drive engagement around the summer Olympic Games.
3.) Promote Features: Highlight our wireless plans’ latest features tailored for summer travelers.
Role:
As the Creative Director, I played a pivotal role throughout the campaign. My responsibilities spanned from the production of TV spots to directing creative assets across various marketing channels, including:
• National TV
• Paid Programmatic Banners
• Paid Social Media
• Affiliate Marketing
• CRM
• Owned Media
As the Creative Director, I played a pivotal role throughout the campaign. My responsibilities spanned from the production of TV spots to directing creative assets across various marketing channels, including:
• National TV
• Paid Programmatic Banners
• Paid Social Media
• Affiliate Marketing
• CRM
• Owned Media
Media Strategy:
Our media buy was strategically positioned to maximize impact through high-profile placements such as:
• The NBA Finals
• Olympic Games Programming in major local markets
• NFL and College Football Broadcasts
Our media buy was strategically positioned to maximize impact through high-profile placements such as:
• The NBA Finals
• Olympic Games Programming in major local markets
• NFL and College Football Broadcasts
Results:
The campaign achieved outstanding success. In ABX testing, our spot outperformed industry averages significantly, scoring:
• 33 points above the ABX average in brand reputation for the wireless industry.
• 20 points above the ABX average in motivating viewers to visit our website.
The campaign achieved outstanding success. In ABX testing, our spot outperformed industry averages significantly, scoring:
• 33 points above the ABX average in brand reputation for the wireless industry.
• 20 points above the ABX average in motivating viewers to visit our website.
This success underscores the effectiveness of our comprehensive approach and the strong execution of our creative strategy across diverse media channels.
