Pope Summer campaign
A vibrant Summer campaign which communicates that Pope can bring your garden to life. We did away with USPs and CTAs and used the ‘feel-good’ factor to ensure our target market connected Pope with creating Summer memories.
Process
Using market research and data, we employed a mix of eye-catching executions to make the brand relevant to a family segment over the Summer period. Our strategy included a Christmas creative which was placed on digital assets for two weeks prior to 25 December and a weather-triggered ad that addressed the heat on days over 35 degrees. All assets were placed in close proximity to key retailers.
Fresh creative
Eye-catching visuals
We kept the campaign fresh with a suite of summery assets that were designed to appeal to young families.
Media planning & buying
Connected brand experiences
Influencer advertising
Leveraging social influence
We worked with a number of micro and mid-tier influencers to amplify the brand message and benefits.
Data & analytics
Extensive tracking
This campaign achieved a 12% higher conversion rate than the industry average.
