VELUX
VELUX makes “the world’s most loved skylight systems.” (I wrote that, btw.) VELUX is a household name and skylights are a regular consideration in Europe, but there’s lots of room to run for them in the U.S. In my time overseeing this account, we conducted all kinds of primary research and executed multiple market tests to hone our messages and strategies for the brand. This is a national campaign, with international creative spillover (and global business implications when it came to test learnings). Using a deft targeting methodology and strategic deployment of budget for this particular campaign we included digital banners, web experiences, a Meta Instant Experience, influencer marketing, content, radio, print, influencer, social and experiential. (You can see more of these types of things in the sizzle reels below.)
However, as part of our strategy, we also had a narrow, highly targeted media buy for video to achieve optimal number of consumer ad views and the ideal number of viewers. To keep the video fresh for those audiences, we not only created a fun spot for VELUX, we mixed in multiple endings. This video, while simple on the surface hammered home on several key messages that future buyers took away, as confirmed by multiple different sets of consumer testing. It also helped sell a whole lot of skylights. There were a few specific insights in the research that I was able to uncover that proved highly actionable when messaged against, even if not overtly. In my time overseeing the creative for the account, VELUX had two of its best three years for U.S. sales (only outdone by the shelter-in-place pandemic year when there was record spending on home improvement ).
Many thanks to CD/AD: Heather Dumford, Production: Justin Smith, Lew Dameron, Lisa George
We also maximized budget by shooting a :15 spot to promote the new integrated shade that was about to be included on all models (a bog deal for the company.).
One of my favorite influencer executions featuring not a designer this time, but a builder who demonstrated, in a fun way, just how easy it is for the trade to install a VELUX skylight. Jackson Andrews was super easy to work with, imaginative and a great craftsman. I thoroughly enjoyed collaborating with him as well as some of the heaviest hitting interior designer-influencers on social and in the industry.
Integrated Year in Review
VELUX is an international business and many of our efforts extend beyond domestic boundaries.
It’s a huge creative endeavor every year to deliver on business and operational goals, and coordinating with all the stakeholders, internal and external even beyond the strategies laid out for purely “Creative.”
Here is a “sizzle reel” of all the work we did, with full collaboration, integration and creation. From planning to concept to creation, I am proud to have helped our team achieve some of our client’s best sales years to date. It takes a huge team (inside and out) to make this kind of work possible.
Broadcast and OTT Shoot BTS
At the wrap party the crew said this was my (better dressed) doppelgänger. I don't see it.