Asurion - Seasonal Campaigns
As the Art Director for Asurion's seasonal marketing campaigns, I had the opportunity to lead the creative development and execution of visually engaging social media campaigns. These campaigns were designed to highlight Asurion's tech repair services during the critical summer and winter seasons, each with a unique creative twist that appeals to the brand's diverse audience.
Summer Campaign
Concept Overview: The summer campaign played on the theme of "summer break," with a twist focusing on broken tech such as cell phones and other gadgets. Utilizing a dynamic mix of video and photo assets, the campaign depicted common mishaps that occur with technology during the active summer months and showcased how Asurion swiftly remedies these issues, allowing customers to enjoy a worry-free summer.
Metrics & Impact
The summer campaign demonstrated significant effectiveness in driving business outcomes for Asurion:
Repair Volume Increase:
Notably, the campaign contributed to over a 5% increase in repair volume, underscoring the campaign’s success in motivating more customers to utilize Asurion’s repair services.
Click-Through Rate (CTR)
With a CTR of .56%, the campaign effectively captured the target audience's attention, translating into active engagement and interest.
Strong Conversion Rates
The campaign successfully generated 44,100 sessions across targeted markets, with an impressive 27% conversion rate. This reflects a robust response from users completing a repair request.
Winter Campaign
Inspired by the enchanting style of Rankin & Bass animations, the winter campaign featured claymation-style animations, portraying tech gadgets in whimsical holiday scenarios. This creative approach maintained a festive and engaging narrative, emphasizing the importance of reliable tech during the holiday season.
Conclusion
My role as Art Director allowed me to merge creative vision with strategic marketing goals, leading to highly successful seasonal campaigns that not only elevated Asurion’s brand presence but also significantly impacted customer interaction and business metrics. Functioning as a cross-functional leader, I also provided assets to other teams for integration in email campaigns and web ad placements, extending the reach and consistency of our marketing efforts beyond social media. These projects showcased my ability to develop compelling visual stories that resonate with diverse audiences and effectively deliver the client’s core messages across multiple platforms.