Hudson's Bay "ElfMyLife" Holiday Campaign
Design Direction for Hudson’s Bay 2016 Holiday Disruptive Campaign
A new product assortment initiative aims to reach millennials who may not typically shop at Hudson’s Bay for holiday gifts or other offbeat items like ugly Christmas sweaters. Our team came up with three areas in which to up its game, including “for techies” (such as Fitbits and hoverboards), “for hipster” (things like craft beer kits and three-piece suits covered in Santas), and “for holiday fun” (ugly sweaters and the like). To stand out, our team created a campaign within its traditional holiday strategy, “#ElfMyLife.”
The Campaign uses neon colors and an overall look that’s distinctively different from other holiday marketing, which has categories like “gifts for her” or “gourmet treats,” a design and product assortment more in line with what’s traditionally found in department stores. The idea was to “disrupt” its own holiday marketing. In all of Hudson’s Bay 90 stores, the “#ElfMyLife” collection lived in specific strike zones, merchandised with the same stand-out colors and design ethos to distinguish itself from the retailer’s other products and gift ideas.
The marketing campaign around the collection is mostly digital, including display ads, online videos for each of the three categories within “#ElfMyLife” and social media support, all driving to a specific microsite, which, like the in-store displays, is distinct in its look and feel from the rest of its gift section.
