TSC Holiday 2018 campaign had a concept of the joy of holiday gift giving literally wrapped up inside a giant TSC giftbox. This campaign was so successful winning awards like Promax and Tellys that marketing department decided to keep the concept for 2019 campaign.
Because we decided to keep the same concept and downsized budget, we reused main elements from 2018 such as broadcast spots, while introducing new elements including how-to videos and social organic posts.
I started this project with reviewing all of last year’s deliverables, to resize and prepare last year’s assets to convey and update the right product from this year, while storyboarding for new broadcast package on TSC channel.
After exploring design options and mockups, we decided to shoot our own plate that’s similar to the second design option. On a still photography, I animated TSC logos and taglines, and composited same effects that are used in broadcast spots – such as confettis and glow.
One of new main elements we wanted to introduce for this campaign were digital contents video. We selected three top selling categories to make a how-to video for each – Beauty, Stocking Stuffers and Kitchen. I came up with storyboards so we can introduce a variety of products while keeping it relatively short (below 1 min) since web viewers tend to leave before the video finishes if the video gets longer than 1 minute.
After deciding on a location, we mocked sets according to the art direction to shoot these videos in, plus on and off figure stills to be used on our social platforms, websites and paid ads. We wanted to keep the set simple and minimal in terms of colours, so our products can pop in the sets, while having celebratory feeling by decorating the sets (with all TSC products) to convey the feeling of joy for the holiday season.
We also had a bunch of smaller and shorter video deliverables such as stop motion videos and simpler formats of gifs for social media platforms and also video category banners for TSC website. We worked with an agency called SeeCreatives in Montreal to create these stop motion vidoes, which we provided the list of products and some storyboards to start the ideas – which then we gave them some freedom to execute in their own ways.
We produced six stop motion videos in total, again with one video per category of products that we want to push sales. We decided to keep the same music from the broadcast spots for consistency and recognition for our viewers and customers
Web banners and product headers on TSC website was also updated with new video assets to leverage campaign look and feel. Because of some technical restrictions from our web platform, we had to keep the duration of the video banners to below 10 seconds to reduce the file size as much as possible.
All the video banners were successfully launched, which usually drive more conversion rate, hence we are trying to deliver more video banners and video assets instead of web assets that are just on still photography.
We also launched a new holiday themed web page within TSC website, to drive more sales and also for a web-based platform to include our digital contents to follow the trend of creating and curating our own contents for web users.
First, we thought of ways to curate new information to our web customers, whether to use videos or photography considering our budget and time to deliver, and also if this is going to be top level with aspiration or hard sell with specific products to offer.
After mocking up some options, we eneded up with one page of inspiration ideas with specific products for each category of electronics, beauty, stocking stuffers, toys, festive treats and hostess – which are rotated every few weeks so users do not see the same content every time they come back to TSC website.
We successfully delivered 387 creative assets in total for this holiday campaign, which include still photography, digital contents videos, organic and paid social posts, paid advertisements, broadcast spots, radio ads, web deliverables and etc.
I was glad to be part of such a successful campaign, although I was excited to think about new concept before starting this, but happy to see all the deliverables that came out beautifully in the end after all the process!