Summer of Stationery Campaign
SUMMER FUN, EVEN ON DULL WORK DAYS
The “Summer of Stationery” marketing campaign was Elum’s very first paid media campaign that touched all of their digital channels. The goal was to drive traffic to the newly redesigned Elum website and promote a new line of journals, washi tape, greeting cards and notepads that had recently launched.
Since this was the first full marking campaign Elum had even done we wanted to make sure it really popped. We took inspiration from the vibrant products Elum was introducing and created a series of photos and assets that also reflected that bright, summery tone.
I worked with the talented Sr. Designer Shannon Lamb on the concept, photography, asset creation, execution and management of the campaign.
WEBSITE & EMAIL
On the site we did a full homepage takeover, incorporating the summery photos with hero images featured for each collection. Select new products were also shoppable directly on the homepage as well as incorporating Instagram images and blog content.
The campaign and each collection got unique landing pages. Each internal page featured a beautiful hero image and was merchandised to best showcase the versatility in the collections.
There were also two email blasts over the course of the campaign to help drive traffic to the site.
SOCIAL MEDIA
Most of the campaign activation happened in social media channels. We posted unique content each day of the campaign and did several paid Instagram and Facebook ads. We also promoted blog content across all channels and ran two Instagram contest where participants had a chance to win a “Summer Stationery Travel Kit” for capturing their #noteworthymoments. On Pinterest we posted 5-10 new pins per day, mixing in our curated summer collection with other fun and relevant re-pins.
RESULT
As a result of the campaign, Elum saw a 50% increase in traffic to the website YOY, follower growth in all social channels and a 12,000% increase in engagement on promoted Facebook posts during the campaign.