Bluprint | Holiday Gifting
Joyful giving to make
the holidays bright
How to launch a gifting campaign
(…1 month before Christmas)
Most people are looking for ways to give thoughtful, personal gifts during the holidays.
In November 2018, Bluprint tasked my team with launching a last-minute gifting campaign that would encourage current members to gift a subscription for the holidays. After presenting three distinct campaign concepts designed, they selected “Make It Bright,” which showcases the spirit of creativity that their brand is known for.
To help increase subscriptions, we needed to inspire current Bluprint members to gift a digital subscription in a way that still made an online present feel meaningful and memorable. Obviously, the holidays are a crowded time to promote any product or service—so we needed to be exceptionally creative to help Bluprint stand out.
Ugly Christmas sweaters are back.
So, to celebrate the knitters and stitchers of Bluprint, we introduced a holiday campaign that embodied the same spirit.
This season, my team invited current members to make it bright with Bluprint by reminding them of the joy they find in creating projects of their own. We leveraged GIF animation and made a series of illustrated holiday elements that aligned with the Bluprint brand but would stand out against the large lifestyle images they usually leverage across their site.
From a messaging standpoint, everything was written to be positive, optimistic and personalized. Despite the short time frame and limited budget, I wanted to find ways to make this campaign feel special and authentic to the Bluprint brand. I recommended we create printable PDF “cards” that had a crafting component to them so the gifter could hand the giftee something physical to accompany the digital subscription. I also solely designed and wrote a “Get Started” Guide in 3 hours as an extra benefit to the giftee, who may have upfront questions about what Bluprint is and how it works.
The digital site assets directed towards existing customers started performing well as soon as they were live on the Bluprint site. So, we pivoted and started creating new ads targeted at pure prospects.
From the site assets and emails to social ads, digital ads and even a Buzzfeed home page takeover, our internal team designed and developed comprehensive assets that would stand out in the crowded digital space—and feel authentic to the brand.
30+ assets | 45 days
The gifting campaign was a huge holiday hit.
In a highly competitive landscape, we managed to position a Bluprint subscription to feel like the most thoughtful gift of the season. Gifters had the opportunity to add a personalized digital message, while also being able to download and customize a series of holiday cards and even a 10-page Get Started Guide to give in person. Members loved it and gifting was such a huge success that we’ve continued to make evergreen and seasonal updates.
