Ipsos Holiday Campaign – 2022
November-December 2022
Leverage a holiday campaign to draw more traffic to our thought leadership pieces from the previous year
The Ipsos Holiday Campaign of 2022 was a countdown calendar to the holiday season. The campaign included twenty-four short videos that were shared on social media, adorned with cozy illustrations and statistics from pieces of our thought leadership from the year.
Project summary
Context
Every year Ipsos has a holiday campaign. Usually this campaign just involves a video that is shared with our clients and on social media. But this year the goal is to make a more interactive experience.
Challenges
We have never created a holiday greeting as elaborate as this one, so it requires a lot more planning to ensure that it is an effective campaign across different platforms.
Goals
Create an impactful user experience for our holiday campaign that leads people to re-read our thought-leadership pieces from 2022.
Ideation
Concept sketches
To begin this project, my team and I were all tasked with coming up with concepts for this holiday campaign. I chose to start with some rough sketches, a few of which can be viewed below.
Concept One
Each video progressively moves further into a wintery scene to reveal new information and data.
Concept Two
A calendar that reveals a new animation and statistic every day, similar to an advent calendar.
Concept Three
Each video is a new virtual greeting card that opens to reveal a new statistic every day.
Further development
I also decided to create a quick animation in PowerPoint to help further explain my first concept. Ultimately we did not go with this concept, but I wanted to include it to help explain my process.
Art direction
Initial sketches
My initial sketches are a little bit more detailed than my concept sketches since I wanted to help set the tone of cozy wintery and holiday scenes.
Final background illustrations
While my coworker James De Los Santos helped to create the calendar layout and one of the background illustrations, I illustrated five of our six designs.
Motion design
We wanted the animation to emulate the feeling of peeling an advent calendar. The backgrounds that we made were also animated slightly, so as to not pull too much focus away from the content.
Final design
We made some other adjustments to the final design, including making the background pop full screen. We did this to help make the text more legible.
Webpage summary
Context
Our webpage for the holiday campaign has a box for each day of the reveal. It is from here that people will be able to find the respective piece of thought leadership from our website.
Challenges
We can’t easily put all of the videos on one webpage as no one will want to spend their time watching all the videos at once. So, the formatting needs to be adjusted.
Goals
Keep a level of consistency with the other campaign assets.
Solutions
Simplified calendar
In order to translate our videos into an online experience, we had to simplify the layout of the calendar. While this wasn’t our ideal solution, there were enough elements to keep continuity.
Hover effect
While our website prevents full customization, we were able to create a hover effect that lifts the number. This then reveals the accompanying fact and a link to the piece of thought leadership.
Conclusion
Results
This was the most successful holiday campaign that Ipsos North America has ever had. Not only did it perform fairly well on our social media platforms, but we also saw an enormous surge in readership on our thought leadership pieces.