Seasonal Campaign:
The Spring 50
My approach to creating campaigns that work across every marketing channel is to develop modular language that can adapt to the product, insight or demographic at hand. This ensures the message behind the campaign is layered and built upon, thus creating a journey for the customer and ensuring that each piece of creative engages them anew.
For 2018, I developed a campaign called The Fall 50, in which Hudson’s Bay listed out 50 of its new trends, styles, and items the business wanted to share with customers. It scored so well with customers in testing that merchants followed it up in spring with a greater marketing budget.
Site
Customers who visited thebay.com could scroll through all 50 of the trends and styles. When they clicked through they got styling tips and shopped a custom array.
Multiple trends were grouped together by key customer segments, enticing them to click through to see the complete Spring 50 and shop.
Social + Display
With targeted segmentation, trends were grouped together to get customers to shop the full array at thebay.com and increase top-of-mind awareness.
With 50 different stories to play with we had the flexibility of grouping them based on customer segmentation, business priorities or merchandise deliveries across channels.
Video
For video we created 30 second spots that showed multiple trends. We used six second bumpers that focused on a specific trend for retargeting or for sharing a trend that didn’t feel cohesive with other trends.
A large format catalogue shared all of the 50 trends and styles across fashion, beauty and the home category. For our home business we put out several catalogues with even more newness and expanded on the stories.
More Omni Campaigns
Unwrap The Wow
For Holiday 2019 we invited the customer to discover all the exciting gift options Hudson’s Bay offers. The goal was to shift customer mindsets around the store being a traditional gift destination. We used “Unwrap the…” as a statement we could play with depending on the story.
We Got You
Fall is always the most exciting fashion season (sorry, spring!), and for 2019 we knew the clothes would show up in a big way, and the message had to be just as confident. My team brainstormed and came up with a call and answer set up. Whatever it is you need, at Hudson’s Bay “We Got You.”
Scoop Up Summer.
Leading into the Summer of 2018, ice cream was all around me—the Museum of Ice Cream was taking over social feeds, new types of ice cream had people lining up and the New York Times was covering an art retrospective on the role ice cream played in American pastimes. We had a lot of fun with ice cream props and a special Stripe Spotting pop up.
Bay Mine
While as a general rule we stay away from riffing on the Hudson’s Bay brand, Valentine’s Day felt like a time to show some love. We had so much fun coming up with candy heart messages that built on the idea of Bay Mine, and the Hudson’s Bay confections team had them made up for stores to give out along with a special sales offer.
Shake Up Your Holidays
For Holiday 2017, we invited our customers to try new things and get out of their gifting rut at Hudson’s Bay. The call to action was perfectly mirrored by dynamic photography and high-energy videos. Gift edits focused on Shaking Up Their Style, Turning Up The Fun and Dialling Up the Warmth.
Be Yourself
Coinciding with increased discussions around body positivity and individuality, Hudson’s Bay’s Fall 2017 campaign was a call to honour one’s self. A simple message, Be Yourself, was riffed on depending on the stories we presented across fashion, beauty and the home category: Be Confident, Be Vibrant, Be Relaxed.
Contributors
Jennifer Radway, Andrew Winton, Jessica Johnson, Ashleigh De Groot, Jackelyn Crawford, Nicole Stafford, Jennifer Gonzales, Megan Neiner, Dee Sabado, Danielle Aronovitch, and so many more.