Union Plus Benefit Awareness
We used various channels such as display ads, a landing page, and an email campaign to reach out to union members and get them familiar with the benefits that are available to them through Union Plus. The common element that ties all the channels together is a unique and eye-catching tessellation pattern that we used as both an animation and a design element. Not only is it mesmerizing, but it’s composed from a key Union Plus brand element, a plus sign. To the right, you’ll see the animation in action.
DIGITAL CAMPAIGN
The strategy
The touch point map illustrates the strategy used to roll out the Awareness campaign. Display ads were run giving a quick rundown of key benefits to funnel through to the landing page. In addition to that, emails were sent out with messaging to educate people on the benefits they have access to through being a Union Plus member, pointing them again to the landing page. The customer journey continues from there depending on the choices made.
Animated banners
Static banners
Social media ads
The emails are one of two entry points to get to the landing page. We rolled these out according to user behavior, tailoring the user journey.
Email 1 Drive awareness
Email 2 Follow-up if they did not open or click the CTA in email 1
Email 3 An opt-in confirmation message and outline of next steps
Email 4 Follow-up email highlighting other benefits
Email series
“Plus More” landing page
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Credits
Derek Rundgren Creative Director
Scott Hutchison Associate Creative Director
Claire Dart Art Director
Alex Roper Art Director
Emma Hutchinson Copywriter
Caroline Pritchard Copywriter
Andrew Hamilton Developer
Bryan Russell Developer
Thandi Montgomery Strategy Director
Jen Tan Jr Strategist
Amanda Underwood Account Supervisor
Ali Fedder Account Executive
Jenna Ross Account Executive