Client: Birch Benders
Project Overview
When Birch Benders launched a new line of baking products, we worked to create excitement and awareness around the launch to drive traffic to Amazon for sales and garner online engagement through social media. As the Lead Art Director, I was responsible for leading the creative direction of campaign assets that would showcase the delicious features of these new products while appealing to a wide audience.
Creative Challenge
The main challenge was to craft a campaign that effectively communicated the quality and taste of the new baking line while engaging diverse consumer segments. It was essential to create content that not only highlighted the product’s features but also resonated with potential customers' lifestyles and baking experiences.
Approach
Custom Creative Development: We shot a comprehensive portfolio for the product announcement, ensuring that high-quality visuals represented the new baking line effectively. This included assets to announce the launch on Amazon and on drive purchases through social.
Lifestyle Imagery: We captured lifestyle photography that depicted the products in relatable home baking scenarios. This approach helped consumers visualize using Birch Benders’ products in their kitchens, enhancing connection and relatability.
Animated GIFs: To engage younger audiences, we incorporated dynamic GIFs that added movement and fun to the campaign. This interactive element encouraged sharing and increased visibility on digital platforms.
Taste Appeal Creative: The campaign emphasized the product’s flavor through creative assets that showcased the deliciousness of the baking mixes, reinforcing the brand's commitment to quality.
Results
The animated GIFs were viewed nearly 6,000 times, demonstrating their effectiveness in capturing attention. The campaign content received 3,700 interactions, highlighting strong audience engagement and successfully reached over 70,000 people, amplifying Birch Benders’ brand presence and effectively promoting the new baking line. This campaign not only achieved its marketing objectives but also reinforced Birch Benders' reputation as a top choice for baking enthusiasts.
Agency: VOCO Creative
Photography: Brien Howell