Campaign Case Study
JEFF Games
While working as Head of Brand for JEFF, an online fitness company, myself and my team conceptualized and rolled out a campaign which aimed at activating the JEFF community of over 80,000 people. In addition, the campaign aimed to grow the JEFF Facebook group as a top of funnel marketing activity. This goal was strategically supported by our partnership with Discovery Vitality, an internationally recognized wellness brand.
Key Lead Visual
Inspired by the fact that the event was hosted online, the concept of the key lead visual involved incorporating nods to digital materiality such as pixels, the glitch aesthetic and visual cues from online games.
Campaign Logo Lock Up
As the campaign involved our partner Discovery Vitality, we incorporated their logo into the lock up. The lock up was used across the collateral rollout to ensure brand consistency. The silver badge below the title was visualized to mimic a medal, further communicating the association with games and competition.
Social Media Collateral + Landing Page
One of our key objectives involved brand exposure (and thus a top of funnel marketing activity). Working with our tech team, we created a portal in which users could personalise a sharable social media artwork. The artwork was essentially a "pledge badge" in which users could enter in their names and how many calories they aimed to burn during the workout. In addition, we created a downloadable PDF scorecard and exercise format so that users could score and familiarise themselves with the exercises that they would be doing during the workout.
Incentives to join
Along with earning a badge within the JEFF Web App, users could also win prizes and choose to donate to the highlighted charity during the event.
Below: live stream of the event
