Case Study: Tilly’s Holiday Campaign – “Create Your Holiday”
Project Overview
Tilly’s sought to innovate its holiday marketing strategy with a fresh and engaging approach. The campaign, titled “Create Your Holiday,” aimed to offer customers a unique and personalized holiday experience, setting it apart from typical seasonal promotions. The concept was developed through a collaborative brainstorming session, where the team explored how to make the holiday season more interactive and creative for our audience.
Campaign Concept
The core idea of “Create Your Holiday” was to empower customers to design their own festive experience, blending the excitement of the holiday season with Tilly’s distinctive fashion sense. This concept was chosen to engage customers on a deeper level, inviting them to be part of the campaign narrative rather than just passive observers.
Execution
Creative Development
The team brainstormed various ideas to ensure the campaign was both innovative and aligned with Tilly’s brand image. The final concept was a celebration of individuality and creativity, encouraging customers to create their own unique holiday moments.
Photography and Visuals
Lifestyle Photography: To capture the vibrant spirit of the holidays, we engaged a photographer for on-location shoots in downtown Los Angeles. This approach provided a dynamic backdrop that resonated with the festive atmosphere and urban lifestyle.
Studio Photography: A second photographer was assigned to capture fashion pieces in a controlled studio environment, focusing on high-fashion statements and product details.
Packaging and Personalization
Holiday Packaging: In a nod to the season, we designed custom Christmas-style boxes for packaging purchased items. These boxes were not only festive but also functional, enhancing the unboxing experience.
Personalized Invitations: We sent out personalized mailer invitations, adding a touch of exclusivity and direct engagement with our customers.
Media Integration
The campaign was rolled out across multiple platforms, including print, digital, and social media. This multi-channel approach ensured broad visibility and engagement, reaching a diverse audience through various touchpoints.
On-Set Collaboration
The success of the campaign was greatly attributed to the exceptional teamwork on set. The crew, consisting of photographers, stylists, and production staff, worked seamlessly together, each contributing their expertise to bring the vision to life.
Outcome
The “Create Your Holiday” campaign was met with enthusiastic reception and proved to be highly successful. The integration of lifestyle and studio photography effectively showcased our holiday fashion collection, while the personalized packaging and invitations resonated well with customers, creating a memorable holiday shopping experience.
The campaign’s success was reflected in increased engagement across all media platforms and positive feedback from customers who appreciated the unique and personalized touch of the holiday season. Overall, this campaign demonstrated the power of creative collaboration and innovative thinking in driving brand success during a peak retail period.
Conclusion
The “Create Your Holiday” campaign exemplified how a well-conceived concept, executed with precision and creativity, can elevate a brand’s holiday offering. By focusing on customer engagement and personalized experiences, Tilly’s not only enhanced its holiday marketing but also reinforced its commitment to delivering exceptional fashion and memorable customer interactions.
My Role
Creative Direction