DUAL Group Corporate Christmas Digital Marketing Campaign
Yolande St.Ville
Project Overview
ABOUT DUAL
The international MGA (Managing general agent) arm of Howden Group Holdings), DUAL Group is one of the largest underwriting agencies in the world. It operates from 17 offices, employing over 10,000 people worldwide.
THE PROJECT
The marketing team was approached by a stakeholder from a German sub-brand, HVR, to create some email signature banners for Christmas.
As the in-house designer, I was tasked with creating the digital assets, and project managed the successful delivery of a cohesive campaign for eight sub brands (DUAL Group, Asset, Aurum, Private Client, Tamesis, HVR, Iberica, Italia) across three digital platforms (LinkedIn, Instagram, email (Banner, Signature, E-card/newsletter) in five languages (English, Spanish, Czech, German, Polish).
TIMELINE
2 months.
DELIVERABLES
- Email signature banners
- Email hero banners
- Social media posts (LinkedIn, Instagram)
- E-mail e-card
Final Designs
Email Newsletter Hero Banner (DUAL Ireland Private Client)
Email Signature Banners - (Tamesis + DUAL Oliva)
Social Media - LinkedIn + Instagram (DUAL Asset + DUAL Oliva + DUAL DACH Gruppe + HVR)
Email e-card
Design Process
The German stakeholder sent me references images and expressed she wanted a striking image with a 'pop of colour', preferably red.
I researched copyright-free Christmas themed images. My goal was to find images that would suit a corporate setting, illicit an emotional connection within audiences from the age of 18-70, whilst also keeping within the brand guidelines.
I presented the two following images to the stakeholder.
To validate which Image would test the best with audiences across the company, I conducted an A/B multivariate test with ten stakeholders in the office, five women and men between ages 25- 60. The design that resonated the most was choice A.
With the final image confirmed, and the sign-off given by the Head of marketing, I sent an email out to all marketing teams within the group informing them of the project, asking if they'd require their own digital assets in their brand colours with a custom message.
Eight stakeholders responded to the email and I created them.
I also conducted an A/B multivariate test when designing the format for the e-card (Landscape vs portrait).
Design A tested (portrait) better with participants, but ultimately the Corporate Property team decided to go with Design B (landscape), and asked for a whimsical style with a group picture and snow in the background.
I collaborated with an internal group designer, Michael, to speed up the process. After a few iterations, the clients were very happy with the end result.
Project Review
The project was delivered successfully in time for Christmas. Several stakeholders reached out to me with glowing reviews.
The Christmas DUAL Oliva social media post was one of the most liked brand posts on their LinkedIn channel for that year with 40 likes and over 1,000 impressions.
✨ Designed by Yolande St.Ville. December 2022.
