Developing a Retail Campaign Content Strategy
Pace Creative worked with BC Hydro to consider a content marketing strategy to increase customer demand and improve the conversion rate for their smart home and energy-efficient products.
We introduced a Bad Idea/Good Idea concept to incorporate into various marketing channels. This was intended to increase customers and sales by promoting energy-efficient products as a Good Idea.
Outbound Marketing Approach
To meet the KPIs of increasing customers and conversion, we used an outbound marketing approach for better engagement and traffic by utilizing various marketing channels. These marketing channels included print, out-of-home advertising, social media, and digital channels.
The display of these ads would result in better customer engagement by expanding BC Hydro’s marketing across channels. OOH ads were placed at bus stops to be directed at pedestrians and commuters passing by via bus, bike, or car. Print ads were highlighted in local newspapers to be targeted toward commuters, pedestrians, and regular newspaper consumers.
Design Strategy Implemented Across Channels
Pace Creative’s design strategy for BC Hydro’s retail campaign included distinct design practices for each channel. We suggested a Bad Idea/Good Idea concept and created three examples of print, Instagram, and online ads for each copy idea. Following the approval of the art direction, our team produced 98 assets while implementing revisions efficiently. The final ad deliverables were set to be trafficked and printed.
