ROLE: CREATIVE / ART DIRECTION / DESIGN & MOTION / COPYWRITING
VELUX PAID SOCIAL & COMMS GUIDELINES
Velux launched new website with advisory and inspirational content with plans to run more targeted marketing in the future. They tasked us with delivering paid media guidelines for them to run test & learn in targeting and segmentation.
TARGET AUDIENCE:
homeowners in different stages of renovation process
MARKETS:
Pilot in IT, planned Global roll-out
WORK:
As a project creative lead, I spear-headed strategic comms, creative ideation and design, and developed guidelines for the paid media always-on activities in all stages of communication.
In order to showcase the promise of natural daylight and fresh air as the real product and to attract, engage, and convert the growing DIY audience, we combined an authentic, personable tone of voice (moving away from the product-centric communication) with a 'windows'-inspired modular grid design system, and highlighted real transformation stories through photos and videos.
DELIVERABLES:
Apart of guidelines, to ensure coherence across multiple paid media channels, I initiated and upsold the creation of templates, including still and video formats for Facebook and Instagram Stories, link posts, carousels, display ads, and Google Performance Max, for all three communication phases. These templates allowed content adaptation at a fast pace, while maintaining a consistent look and feel.
INSPIRATION
Inspiration comes from the new Targeted Website and its editorial layout, aiming to move away from product centric communications, and towards engaging online interactions, inspiring people to visit, and spend more time with the new VELUX aspirational content.
DESIGN GRID SYSTEM
I created modular, flexible, design grid system that aligns with the Targeted Website and it’s block layouts.
This grid system allows the design to be divided into multiple blocks, helping designers to organise the content, allowing customisation at a fast pace. For example, we can have one, two, three, or more image blocks depending on the campaign's objective.
This helps for consistent user experience across multiple paid-media channels with coherent look & feel.
HOW TO TALK
We also created set of guidelines around social tone of voice to follow.
The way we speak, creates the brand we become.
Across our social platforms, we treat every word as an authentic interaction. Building trust as a brand, by communicating consistently, in one voice.
STAGES OF COMMUNICATION
Although brief initially asked for Guidelines and Templates, we had to consider how the language and visual changes with different messaging. We personalised the language to suit each stage of the user journey, to attract, engage and convert, and created communication lines for each of the stages.
EARLY STAGE / ATTRACT
"Transform any space, into your favourite place”
TARGET GROUP
Homeowners about to start their home improvement project. They are investigating options and looking for inspiration.
MESSAGING
We tweaked brand’s comms line Transforming spaces, using more personal language that attracts, motivate and inspire.
We open eyes to the hidden potential of home, transforming spaces, into favourite places.
CREATIVE
We offer inspiration with real transformation stories, showing multi-purpose spaces, created with natural daylight. Creating a place you love, with the space you have. Offering a more cost effective solution, to an extension.
Photography focuses on the product benefits (natural light and fresh air), showing authentic interactions. Using emotive moments, (playing with a dog) to attract a social audience.
MID-LATE STAGE / ENGAGE
"Light up your space”
TARGET GROUP
Homeowners who've engaged with the content but have not visited the website. They are researching and looking for guidance.
MESSAGING
We offer engaging content with personalised language and creative interactive experience.
We talk and show specific ideas tailored to the…
CREATIVE
We engage our audience with an interactive experience, allowing them to 'light' up their space with natural daylight. Using animation, we show a before and after, demonstrating the difference a roof window can make.
Shots are product focussed, with the potential to explore different products, to suit specific rooms (office, lounge, kitchen).
We play with the idea of switching up your space, and switching off artificial light*, to invite the outside, in.
* Particularly relevant at the moment, as people look for ways to reduce their energy consumption, and save money.
RETARGETING / CONVERT
"Bring your ideas to light”
TARGET GROUP
Homeowners who've engaged with the content and website but not booked an installer. They are exploring options, prices & plans.
MESSAGING
We convert them by showing our benefits in the best light, to turn ideas into installations.
You've seen. You've heard. You've imagined. It's time to interact with purpose, to convert ideas into installations.
Circling back to where we started, to transform spaces, into favourite places.
CREATIVE
We focus on a sense of partnership, combining your vision, with our experts, to bring ideas to light. Light is used to attract focus, with authentic people shots, looking away from the camera (real life moment snaps).
DELIVERABLES
Once the the creative and messaging for all three phases was done, we had to roll out both clean and in-situ mock ups for all touchpoints, that would serve to the Velux team as modular templates, allowing them to plug & play at fast pace.
This included still and video formats for FB & IG Stories, link posts, carousels, Display Ads and Google Performance Max for all three phases.
146 assets created in total
