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
Before diving into the design aesthetic for the campaign, I worked with the Demand Gen team and the Product Marketing team to develop a brief that identified the target personas and messaging that addressed their pain points. Utilizing that information, I designed a rough visual direction that would be used to target our respective audiences throughout the funnel.
Once the brief and visual direction had been nailed down, I collaborated with Jay Keeree to finesse the illustrations that would be used in this campaign. 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 approachable simplicity and communicating value, we created a bespoke illustration set of a commercial building that was broken down into eight smaller components, each representing a different target persona in the construction industry. We used a consistent color palette of core brand blues throughout the illustration to tie everything back to the Bluebeam brand and reinforce the dependability of the messaging.
We then incorporated the individual illustration components into digital ads on Facebook, LinkedIn, and the 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 driven to a microsite where they could download a gated step-by-step guide to going digital, or access a ROI calculator to approximate savings they could make by going digital with Bluebeam.
