Check out this great case study by SCS , which highlights how they came up with their winning strategy for furniture and consumer electron...
Check out this great case study by SCS, which highlights how they came up with their winning strategy for furniture and consumer electronics company Aaron's. Launched just before Valentine's Day 2022, this campaign blends an upbeat soundtrack with colourful visuals and copy that's definitely digitally focused and totally 'right-swipable.' Check out the great work by the SCS team below!
Since 1955, Aaron’s has become a market leader in the lease-to-own industry by providing easy and affordable access to furniture, electronics, appliances, and more.. With Valentine’s Day approaching, SCS saw an opportunity to help Aaron’s capitalize on market learnings to help their customers fall in love with their favorite products.
Leading With An Insight
In 2021 SCS discovered that users with affinities for dating apps platforms had a higher conversion rate than site average. Based on this insight, the team experimented with product swiping features on Aaron's landing page where customers could “match” with items and furnishings they loved, mimicking a dating app. The interactivity and playfulness of the feature was a hit, returning a high rate of engagement and a plethora of data on customers’ favorite products for retargeting ads.
Looking for Love?
Given the success of a prior campaign and a new wealth of data to draw from, SCS recommended that we leverage learnings from last year's campaign in a newer and stronger effort. This year, our mission was to elevate the fun and creativity to increase engagement even further while activating a more precise ad targeting strategy to maximize swipes and subscriber opt-ins.
Meet Your Match
We created assets that promoted the swiping functionality and expressed the kitschy spirit of Valentine’s Day. Once again, the product swiper returned to its prominent place, but on a new landing page decorated with punny candy gram categories and a new tagline, “True Love: Just a Swipe Away.” To pull customers to the dating page, we also created a number of parodic dating profiles for different Aaron’s products, which were used in static and video social assets. The result was creative content that hit strategic objectives and struck a playful tone for the season.
Spread the Love
In order to drive maximum eCommerce conversion, it made sense to go fully digital. “True Love: Just a Swipe Away” came to life across search ad banners, site-organic as well as paid and organic social ads. A 2X traffic increase compared to last year thanks to larger media investments and a 400% increase in email and SMS opt-ins gave us plenty of reason to fall in love again. The campaign reveals how core insights can develop into powerful marketing when they’re supported by long-term data and inventive creative.
Kathryn Osbon - Senior Manager of Digital Marketing & Campaigns
Kaylin Durham - VP of Digital Marketing & E-commerce
Taylor Sterritt - Social Media Manager
James Schiefer - Chief Executive Officer
John Zegowitz - Chief Creative Officer
Jason Prance - VP of Strategy
Catherine Gundvangen - VP of Content
Roman Sandler - VP of Media
Jacob Rayburn - Sr. Brand Solutions
Taylor Grant - Sr. Project Manager
Erica Kingsbury - Sr. Project manager
Georgi Borisov - Development Director
Luis Simauchi - Senior Data Analytics Specialist
Albert Lam - Lead Motion Graphics Designer
Schuyler Vanderveen - Copywriter
Delaney Williams - Graphic Designer
Dave DeSantis - Content Producer
Julianna Sarkissian - Integrated Media Planner
Bianca Azevedo - Paid Media Specialist