This campaign started with a strong concept: Use the sitcom-like relationships that exist between employer/employee at small businesses to highlight the power of Constant Contact. But finding a director that could nail the right tone of humor (and casting actors that could pull it off and improv on set) proved the key to the whole thing.
This campaign was a big step for our brand. It took a lot of hard work and a lot of trust, but ultimately we convinced the CMO and our internal clients that you can have an entertaining ad that also drives sales.
Thankfully, the move paid off. The campaign garnered positive reviews online. And more importantly, they drove results: Delivering Constant's Contact's best sales lead numbers in 3+ years, boosting brand ad recall by 69.5%, and driving brand awareness to an all-time high of 49%.
Brand: Constant Contact
Role: Creative Director
Director: Kim Nguyen