Integrated Marketing Campaign - Easier Way to Go Digital
As Bluebeam expanded globally, they invested in a variety of integrated global marketing campaigns to help spread brand and product awareness. We collaborated with the immensely talented illustrator, Jay Keeree, to develop an approachable illustration set that would set us apart from our competition. This campaign was a fresh introduction of our product to net new customers who hadn't transitioned their paper-based processes to a digital workflow yet. The goal was to convince them that Bluebeam's products could simplify their construction and engineering business decisions. These ads ran in magazine publications, email newsletters, social media and out-of-home platforms in North America, Europe and Australia.
MY ROLE
Art direction
Design Direction
Vendor Management
THE TEAM
Illustration - Jay Keeree
Production - Nico Abassi
TIMELINE
Spring 2021. Launched in NA, EU, AU
THE PROCESS
I collaborated with the Demand Gen and Product Marketing teams to develop a brief that aligned on target personas, their pain points, and messaging. I then designed a rough visual direction that would be used to target our respective audiences throughout the funnel.
Once the brief and creative direction had stakeholder alignment, I collaborated with illustrator Jay Keeree to finesse the campaign artwork. Within the design exploration, we explored how to retain Bluebeam’s unique identity and voice, while also conveying the simplicity of the solutions we offered to our hesitant audience.
THE SOLUTION
Striking a balance between approachability, simplicity and adding value, we created a bespoke illustration set of a commercial building that was divided into eight smaller components, each representing a different target persona in the construction industry. We used a simple color palette of core brand blues throughout the illustration to tie everything back to the Bluebeam brand and reinforce the dependability theme within the messaging.
The individual illustrations were used in digital ads on Facebook, LinkedIn and Google Display Network, as well as site takeovers and OOH touch points in North America, Europe and Australia. Depending on where a customer landed in the funnel, they were either driven to a microsite to download a gated asset, or access a ROI calculator to approximate savings by switching to Bluebeam.
