BIG TIME
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BIG LIMIT
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BIG RANGE
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BIG TIME // BIG LIMIT // BIG RANGE //
Being Bigger.
In mid-2020, we unearthed 3 brand truths. We were bigger than the competition – bigger range of places for purchases and expenses, bigger in wallet size, bigger in time to repay all resulting in bigger flexibility in options for the customer.
This is the 24 month evolution of humm through brand, lifecycle, promotional and partnership activity under this new proposition.
As Creative Director, I had the mission to create and evolve a brand system able to be rolled out in our main channels of email, social and web. Over time this extended into TV and experiential partnership projects also.
humm
Emails for eComm
Email allowed us to have a consistent conversation with our acquired audience keeping them engaged, revitalising dormant accounts and reducing churn. Creatively, we developed and optimised a series of email templates and a drag and drop design system in figma to help with efficient rollout.
Big Home Cashback
Big Home Cashback was an above the line campaign looking to drive sales in a slower sales period.
It managed to increase sales within the Home category in that 6 week period by 23%.
This campaign was rolled out through TV, OOH, web, email, social and display.
The creative idea was a play on ‘big’ with the key object being thrown towards the camera creating that subtle nod.
These spots were produced by Jack Nimble, and the campaign rolled out by our internal creative team at humm.
Tap Into Deals
Tap into Deals was a campaign conceived to warm an sale seeking audience before the traditional pre-Christmas sales period.
Starting in October, this campaign saw an uplift of 14.3% sales and uplift in customer acquisition by 5% as customer looked to take advantage of the early deals,
The idea manifested in a stop motion series building sales category stories through playfully adding products and customers by tapping and swiping like you would purchase on your phone.
Point of Sale
POS and in-store collateral played a big part in our customer acquisition strategy by offering payment plans at point of purchase. Creatively our goal was helping customers quickly consider humm to spread out the payments for their bigger purchases
Organic Social
As one of my initial goals, we launched humm on social with a strategy that spread sales, customer, partner brand, and humm brand stories across facebook, insta and eventually tiktok.
