McKinney | Creative Brief | Strategy & Production
TL;DR
The Ask:
Create a holiday campaign that lives into the Work Your Magic platform.
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Develop a Holiday Campaign that combines data-driven targeting with
impactful, inspiring creative and positions Ross as the one store where she
can 'work her magic' for all of her holiday décor and gifting needs.
Audience:
Resourceful Creators who look to work their magic and creativity into everything they do.
Strategic Approach:
Ross helps her work holiday magic as unique as she is.
Ross lets Resourceful Creators work their magic throughout the holiday season. Home decor, gifting, entertainment, and festive styles help you show up, shine bright and make the holiday season all your own - piece by piece, gift by gift.
The Opportunity:
The holidays truly come alive when you make it your own.
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We saw that when people shop at Ross they are finding unique holiday gifts and deals they couldn't find anywhere else.
The Challenge:
People feel like they are expected to celebrate the holidays a certain way or stick solely to tradition.
Goal:
Drive total chain sales and incremental store visits while elevating the brand
through impactful creative executions.
The Insight:
The holidays don’t feel like the holidays until she gets her hands on them.
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Even though budgets are tight, she’s still excited to show up for the season. Whether she’s making memories at a holiday dinner or wrapping gifts with her own creative touch. Her holiday season isn’t about excess—it’s about expression. And when she finds the right pieces and gifts, the magic comes back.
Situation:
Holiday traditions can make people feel boxed in.
Background:
We want Ross to become her one-stop shop for anything and everything holiday.
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Key product highlights including gifting, home decor, festive fashion, and entertaining essentials.
My Role:
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Researched holiday trends, audience, and competitive landscape surrounding holiday clothes and feelings
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Helped to craft the strategic approach and opportunity for the campaign
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Briefed in the creative team
Who we're talking to
There is a sense of tradition that happens during the holidays,
but can put people in a box
But people are looking to make their own magic during the holdiays
People are finding unique gifts and deals that they're wanting to
create holiday traditions with
Ross helps her add her own touch of holiday magic without breaking the bank
Insight
The holidays don’t feel like the holidays until she gets her hands on them.
Even though budgets are tight, she’s still excited to show up for the season. Whether she’s making memories at a holiday dinner or wrapping gifts with her own creative touch. Her holiday season isn’t about excess—it’s about expression. And when she finds the right pieces and gifts, the magic comes back.
Strategy
Ross helps her work holiday magic as unique as she is.
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Ross lets Resourceful Creators work their magic throughout the holiday season.
Home decor, gifting, entertainment, and festive styles help you show up, shine bright and make the holiday season all your own - piece by piece, gift by gift.
Creative
That's Hot
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Optimus
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OOH / Digital
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Audio
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Social
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Strategy Team:
Account Team:
Creative and Production Team:
Executive Director of Strategy
Group Client Director​​
Meritxell Ruiz: Associate Creative Director
Hannah Berling: Senior Art Director
Director of Strategy
Account Director​​
Scott Clark: Group Creative Director
Cat Marsh: Strategist
Account Supervisor ​
Omid Amidi: Co Chief Creative Officer