Seasonal Marketing- Services

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2023 BRONZE

This Is You Learning

Pearson+ needed to increase subscriptions by building brand awareness and interest — to become students’ preferred education partner. We succeeded by showing that with Pearson+ students can find their learning flow — and gain the headspace to fall back in love with learning. The highly effective “This is You Learning” campaign drove 58.2% increase in iOS downloads. Through generating buzz for Pearson+ where Gen Z spend the most time, brand social buzz increased +40%, and Google searches increased +26%. And cost per conversion improved 33.6%.

Brand: Pearson
Client: Pearson Education
Agency: VMLY&R
Language: English

2022 GOLD

Business Iceland - Sweatpant Boots

To travel, people needed to overcome their lockdown mindset. Up against big-budgeted competitors, tourism-dependent Iceland offered cathartic motivation to make Iceland the top-of-mind preferred destination: an opportunity to turn the symbol of pandemic doldrums—sweatpants—into hiking boots. The only way to get them? Visit Iceland. The effort generated outsized reach, attracting mass press coverage and influencer engagement. Iceland surged to the #1 desired destination, increasing +10% in global rankings compared to competitors and significantly moving audiences with a lower willingness to travel, all while being vastly outspent by other countries.

Brand: Business Iceland
Client: Business Iceland
Agency: SS+K
Language: English

2022 BRONZE

Aloha From Above

When global travel suffered a dramatic decline due to COVID, we leveraged the 2020 holiday season travel downtime to turn people’s daydreaming into actual bookings for Hawaiian Airlines. By tapping into Hawaiian Airlines employees’ expert knowledge, we created a digital scavenger hunt that let people discover locals’ favorite attractions from the comfort of their couches for a chance to win future flights. Our engaging campaign led to a 12-month-high brand consideration at 23%, while average weekly bookings increased by 55% and reached 22,294.

Brand: Hawaiian Airlines
Client: Hawaiian Airlines
Agency: MullenLowe
Language: English