After a successful Christmas in 2021, hampers.com asked POLARIS to consider how they could utilise valentines day to increase brand awareness and initiate the diversification of their revenue throughout the year ahead. The client wanted to know how they could utilise Valentines day to increase exposure for the brand.
The team at POLARIS first of all set about focusing on the core essence of valentines day, and how this might marry with the clients business.
It was important to POLARIS that any campaign ideated genuinely be a real fit with the occasion. If the essence of the campaign did not fit well, the client would not buy in, and neither would a target audience.
For these reasons, we considered the essence of valentine’s day as key
We wanted to make valentine’s day a totally inclusive occasion, not just couples in love, but for anyone, anywhere, regardless of relationship status.
By broadening the focus in this way, we would be able to expose the brand to more customer segments than valentine’s day would traditionally allow, and also increase our opportunity to truly give back to members of the nation that deserve some happiness and joy after a challenging 2 years of the pandemic.
3 campaign concepts were delivered into the client, targeting couples, singles and general members of the
All three concepts focused on the common theme identified of “sharing love and happiness”.
After a fantastic response from the client briefing session, we set about organising a campaign schedule that would ensure both agency and client were organised in their approach.
POLARIS delivered a project schedule breaking down all aspects of campaign execution, from product sourcing to ad creative design. Project roles were identified and a 6 week sprint executed to bring the campaign to life. A strategy was defined that covered product creation, onsite content creation, email pilot testing (existing database), and a digital PR publication & social strategy.
In late January 2022, hampers.com launched their “just because” campaign. Within the first 5 days, over 1,000 nominations were received from respondents.
Coverage was received in regional newspapers across the country, and a social campaign was run successfully on Facebook/Instagram to drive further awareness.
This campaign successfully took the emotional essence of valentines day and allowed many different types of people to get involved and spread joy and happiness.
Anyone, regardless of relationship status, location, age and gender were able to take part at a time when traditionally only couples would. As the following entering stories demonstrate, this campaign was truly inclusive in many different ways.
"Polaris’ initial deck took us through three areas of opportunity, linked to our Valentine’s range and the essence of our gifts. We were particularly taken with the idea of ‘spreading love and cheer."Amelia FletcherHampers.com