Give Love February Campaign
Problem Statement
The goal for this campaign was to do something that Petplan had not done in a long time – a comprehensive campaign that touched our policyholders, prospects and even our employees. We wanted to create something for the month of February that showed the employees as well as the clients our appreciation and added a fun and interactive factor to what we normally put out.
01 Gameplan
Approaching this task was new for the creative team and presented a challenge we had not encountered before. We were working with a new creative leader and wanted to push boundaries and see how we could create something fresh.
The copywriter and I sat down together to come up with visual sketches, phrases and ideas that we could use to build a cohesive concept. We also had to tackle the idea of this being presented within our new brand, adding another level to our process.
After multiple brainstorming sessions and meetings with our team leader, we came up with the name “Give Love” for the campaign assets and had a cohesive photography style laid out to use along with it.
02 Refined Style
Once the photography style was determined, we were able to work on the emails for the campaign using this look.
We were using Shutterstock as our stock photo source at the time and found a photographer who’s use of bright colors and expressive people and dogs really captured the overall feel of this campaign. The CEO loved this style as well and it was a good transition for our brand moving forward.
These emails shown below were part of the Give Love 3 part campaign, with a kick-off, last chance and extended email sending a few days apart. This type of campaign has been successful for Petplan to give a sense of urgency and promotion.
03 Final Result
After completing the emails for the Give Love campaign and making sure we had a finalized style, we carried out the rest of the campaign to hit every channel. Our final deliverables included several other emails, social media, gmail ads, banner ads and a desk drop + virtual valentine for the employees.
