Thortful Valentine’s Day 2024 - Real Love
Insight: “The perfect card feels like it was made specifically for us.”
Challenge: Showcase our unique card range that represents real people in real relationships.
Project: For Valentine’s Day 2024 we set out to showcase our mission; anti-thoughtless cards that represent real relationships and all the odd things we love about each other. Nicknames, in jokes, silly questions, little rituals, comfort… Real Love.
Under the ‘Real Love’ banner we leveraged our ‘Real Creators’ USP by showing how individual our cards are by the individuals that make them. For example, we ran a content series that was born from the fact that one of our top selling cards was dreamt up out of an in-joke from the creator’s own relationship. Another main content bucket focussed on our ‘Real Customers’ and their relationships - where one of the activations was that we proved we could match any card to whatever they believed was unique to their relationship, and if we didn’t have one - we matched them with a creator and made it.
Summary: The ‘Real Love’ campaign helped Thortful surpass it’s sales target by a whopping 20%. A main focus of the campaign was to invigorate our paid performance creative by running some creative tests with our under-performing audience segments on the paid social channels. Paid social outperformed the year before by 4x and became our biggest channel of revenue. Seeing returning transactions increase by 16.5% over target and new transactions exceeding target by a whopping 68%.
An authentic tone of voice
Something I’m particularly proud of during my time at thortful is elevating our tone of voice to become a real brand asset.
Under the brand persona I developed that acts like ‘your friend down the pub but on the end of the phone, too’ I worked with my fantastic copywriter to craft a campaign tone of voice that was authentic, inclusive and thread the cheekiness that sets the brand apart from it’s competitors throughout.
Paid performance creative
As mentioned above, one of the main focusses of the campaign was to invigorate our paid performance creative by running some creative tests with our under-performing audience segments on the paid social channels. Paid social outperformed the year before by 4x and became our biggest channel of revenue. Seeing returning transactions increase by 16.5% over target and new transactions exceeding target by a whopping 68%.
To push our A4 sized cards and unique ‘card gifts’ proposition I experimented with our tongue-in-cheek tone of voice and visual play to catch audience attention and create thumb-stopping moments. This helped bring in total gift sales that were 15% over target.
