Holiday Campaign
Category
Marketing
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AMA's annual holiday campaign designed with the goal of promoting Gift cards and membership joins.
Opportunity:
AMA sought to increase awareness, consideration, and conversion during the holiday season, with a clear goal: to boost gift card sales and gift membership sign-ups while promoting their new membership tier, Community. The campaign AMA needed to highlight how members get back 5% of their purchase value when shopping for gifts for their families and friends, while also highlighting that gift memberships are the perfect way to ensure your loved ones are safe on the road.
This was a high-intent, time-sensitive campaign that required multi-phase digital strategy to drive engagement and sales across Meta, Performance Max, DV360, and search campaigns.
Approach:
To achieve this, I developed a series of multiphased, digital marketing, assets that included:
• Paid media across Meta, Performance Max, DV360, and search platforms.
• Static and video ads that were holiday-themed and visually engaging.
• Three distinct phases of messaging: awareness, consideration, and conversion, each designed to lead the audience through the marketing funnel.
The design was simple and effective, using a holiday-themed string of lights as a visual anchor, with multiple gift cards on the same string and a subtle glow effect to highlight the messaging and drive attention.
Execution:
The holiday campaign was structured into three distinct phases, each with a clear objective and targeted message:
1. Awareness Phase: Highlighted AMA’s gift card program and the 5% reward back for members shopping during the holiday season.
2. Consideration Phase: Showcased holiday-themed gift cards on a string of lights, emphasizing community, tradition, and value.
3. Conversion Phase: Featured subtle glow effects and clear calls to action, guiding the audience toward purchasing gift memberships or gift cards.
I was responsible for concept development, content strategy, and building out the different phases, ensuring a smooth, cohesive flow from awareness to conversion.
The design was clean and modern, with holiday colors and themes that were visually appealing and search engine optimized, ensuring the website and digital assets were search-friendly and user-friendly.
Results:
The campaign delivered strong results, including:
• 8.5% YoY increase in gift card sales, exceeding market targets.
• 4.2% YoY increase in gift memberships, a significant achievement for the holiday season.
• High impressions and click-through rates across Meta, Performance Max, DV360, and search campaigns.
• A well-structured, multi-phase approach that led the audience through the marketing funnel and boosted sales effectively.
This project not only increased sales but also positioned AMA as a brand that supports and empowers its members, a valuable asset for both members and gift card users.
