Meta
Holiday 2024
Illustrator, lead designer, and developer of campaign brand guidelines that featured illustration, photo and UI direction.
2023 Holiday insights
Small businesses and Meta Pros were interested in Meta’s holiday-specific advertising resources, but felt that materials came too late in 2023 to be actionable.
They also felt creative fatigue with the 2023 holiday creative due to lack of visual variety.
Opportunity
Launch a holiday campaign earlier, in July, featuring a holiday hub with robust downloadable resources.
Outline an easy to understand “holiday readiness” plan on how to succeed from now through Q5 2025.
Avoid creative fatigue with a extensive collection
of visual assets (illustration and UI) to test in market.
Results
SBM: 21% YOY growth
41k Holiday Playbook downloads, up 73% YOY
172k Holiday Hub visits, up 33% YOY
2025: Demand Gen for Meta pros spin-off [leading into Holiday 2025]
Art director, illustrator, and developer of campaign brand guidelines. (documentation in process)
Insights
Holiday 2024 was a major success, but the campaign direction was used across all SBM materials; internal, and external. Internal work being the materials created for the Meta Pro team and subsequent partner creative agencies—and external work, being the small businesses targeted with direct marketing.
As internal materials are disturbed to a different audience, there was room to explore a unique conceptual direction from the overall “external” holiday look and feel.
Opportunity
The existing campaign, which only focused on Q3, Q4, and Q5, could evolve into running year-long.
To engage this seperate audience, the concept of a “game”, broken into quarters, was developed—to focus on different achievable goals to that the Meta Pros and agencies could educate on.
This visual direction would then lead into the overall SBM holiday 2025.
