For this project, the client we were working for was Upper Story, a Minnesota-local STEM toy brand. We were trying to appeal to grandparents in our campaign, who we found really value connection and bonding experiences with their grandchildren.
For our strategy, we used a variety of channels to create a cohesive campaign under the big idea of Connect through Curiosity, incorporating the current brand tagline into our creatives.
*full plans book linked above
Facebook Advertising
Facebook is one of the platforms in which our audience is most present, so it was important to design cohesive advertisements that would trigger brand recognition.
*includes both posts and sidebar/banner ads
Instagram Advertising
Considering our target audience, this is a secondary platform we can use for our campaign. There is not as much reach, but there are lots of opportunities for photo as well as video ads.
Pinterest Advertising
In our research, we found that our audience is present on Pinterest, especially around the holiday season. This is a place that they are looking for crafts and potential gifts, so by advertising the Upper Story products, there is likely to be increased awareness and sales.
Email Marketing
We found that email marketing is a very effective way of reaching our audience because a lot of them see it as a more trustworthy form of media. For our campaign, we wanted to devise a sample email that could be sent out as part of the new product launch, as well as a holiday email.
Brochure
Lastly, we saw fit to include a physical brochure in every game package to raise awareness of the Upper Story/Turing Trust partnership. Most people are not aware that Upper Story is a socially-conscious company, and therefore we designed a brochure to accompany every product sold in order to spread more detailed information on the Turing Trust.
