CASE STUDY
ROLL INTO
CHRISTMAS
OVERVIEW
Working on AdRoll's holiday campaign was an exciting opportunity to blend humor, nostalgia, and urgency into a memorable marketing narrative. Growing up in Austria, where kids are scared into good behavior with the legend of Krampus, this influence played a part in shaping the campaign’s theme. We crafted a unique concept inspired by iconic horror films to tap into the shared holiday season stress marketers face, using playful, tongue-in-cheek visuals and messaging to connect with customers. By combining a VHS tape direct mail piece with a modern digital experience, we delivered a campaign that stood out, offering a fresh twist on holiday promotions while staying true to AdRoll’s distinctive tone and brand identity.
SCOPE
The AdRoll holiday campaign aimed to create a standout marketing narrative by blending humor, nostalgia, and urgency. The goal was to tap into the stress marketers face during the holiday season, while maintaining AdRoll’s distinctive tone. By drawing inspiration from iconic horror films, the campaign sought to connect with customers in a playful and memorable way.
CHALLENGE
The key challenge was finding the right balance between humor and urgency without straying too far from AdRoll’s core brand identity. We needed to create a campaign that felt lighthearted yet relevant, ensuring that the fun, nostalgic horror theme resonated with the audience without overshadowing the campaign’s marketing objectives.
APPROACH
We developed a unique concept that merged the nostalgia of VHS-era horror films with a modern digital experience. This included a playful direct mail VHS tape paired with digital touchpoints, creating an engaging cross-channel experience. By using tongue-in-cheek visuals and messaging, we brought the stress of holiday marketing to life in a humorous and relatable way.
IMPACT
The campaign successfully stood out in the crowded holiday marketing landscape by offering a fresh twist on traditional promotions. Its memorable combination of humor, nostalgia, and urgency resonated with customers, reinforcing AdRoll’s brand identity while driving engagement and creating a buzz around the holiday season.
OPTION 1:
The development of AdRoll's holiday campaign began with a deep dive into the challenges marketers face during the busiest time of the year. We wanted to address the shared stress while injecting a sense of humor and nostalgia. Drawing inspiration from classic horror films, we crafted a concept that playfully exaggerated the pressures of holiday marketing. The idea was to show marketers that AdRoll understands their challenges, while positioning the brand as a fun, relatable solution.
Our next step was to create a cohesive visual and narrative identity for the campaign. We decided to blend retro aesthetics with a modern digital twist, using a VHS tape theme that would evoke a sense of nostalgia. To amplify the concept, we worked on creating tongue-in-cheek visuals, using playful references to horror film tropes to heighten the sense of urgency while maintaining a lighthearted tone. The campaign was designed to resonate visually, whether it was through the physical VHS direct mail piece or digital assets across platforms.
Finally, we integrated the creative elements with a cross-channel marketing approach to engage customers on multiple fronts. The VHS tape direct mailer created a physical touchpoint that stood out, while a connected digital experience ensured that the audience was drawn into the narrative across their devices. By uniting humor, nostalgia, and modern marketing tactics, we delivered a campaign that not only entertained but drove engagement and strengthened AdRoll’s unique brand identity.
OPTION 2
For the second option of this campaign concept:
The "Be Ballsy This X’mas" concept plays on bold, daring language and imagery to capture attention during the busy holiday season. The messaging centers around standing out in a crowded market, encouraging AdRoll’s clients to be bold in their holiday marketing efforts. The design integrates playful typography with striking, simplistic visuals, with the bright blue backdrop ensuring that the messaging remains the focal point. The inclusion of holiday-themed elements, like small ornaments subtly arranged in the background, adds a festive feel without detracting from the campaign's bold tone.
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