role: SENIOR BRAND MANAGER
Conducted consumer research, analyzed market insights, briefed media, creative and owned channel teams, contributed to the campaign visual identity, and oversaw production and post-production for Hudson’s Bay full-funnel Holiday campaign. As the brand lead for the biggest campaign of the year I ensured excellence was delivered at each touchpoint of the 360 go-to-market plan.
Objectives
Drive gifting consideration & traffic The Bay
Be the destination for stylish and quality gifts for every CanadianOur campaign
overview
This full-funnel, product-led campaign is designed to show Canadians that no matter who you’re looking for, and no matter how picky they are, The Bay will help you get the perfect gift - your search solved. Gifters across Canada will be pulled into the bay-verse, a meta verse-inspired environment that brings the inner workings of The Bay to life. Whether you’re shopping by brand, by persona, or by price, we will search, sort and recommend the perfect gift - and just like that, with little effort, the gift givers’ search ends.. Gifts for everyone. All found at The Bay.
Results
Media drove a total of 819K clicks, 186K visits to the site and generated 252M impressions resulting in $1.2M in sales
Influencer content surpassed benchmarks with 9.1M Impressions (+ 20%)
In partnership with Meta, The Bay brought an AR experience to market that gave Canadians across the country the opportunity to enjoy the magic of The Bay’s iconic holiday windows, anywhere.
RESULTS
Media drove a total of 14.1M impressions, 69K clicks and reached a total of 4,276 scans
Our AR Filter has a total of 16.8K Captures, 59.1K Opens and 43.8K Impression