Promoted to Creative & Marketing Director, Moonpig had grown to 66% awareness in the UK, with 80% online market share. This was an era of developing the brand, trialling new marketing platforms and reinventing the creative presence on TV.
Highlights as Creative & Marketing Director
Average 150% YOY growth in new customers
The Times Fast Track 100 - Moonpig (17th)
Strong DRTV led campaigns that increased Moonpig UK Brand Awareness from 40% to 70%
No.2 Adwatch Recall 2011 Valentine’s Day, No.1 Adwatch Recall Father’s Day 2011 (Moonpig Moments)
Producing highly responsive advertising for TV & Outdoor with external agencies and freelancers (including TCPs, Bus Stop, Radio, Social Media)
Led first brand refresh including new logo, brand guidelines, brand values and tone of voice.
Heading the Acquisition strategy, NC analysis, Search, SEO and Financial & Consumer PR
Launching Quantitative research projects and organised all Qualitative research projects
Moonpig Moments on TV
Moving on from the first ‘marmite’ ads that had aired continuously for 3 years or more, I led the first complete TV ad creative refresh, working with Cardiff based Wordley productions. Shot over 7 days, this was a big production of 20+ clocks, 30 and 10 sec ads, covering key seasonal occasions Valentine’s, Mother’s Day, Father’s Day and Christmas. Highlights of results included no.2 UK TV ad recall in Valentine’s Day week.
Flowers & Gifts
TV was a key tool in communicating the new flowers and gifting products you could now have sent with your personalised card. These first ads were briefed to show range, humour, fun and customer choice. Key daytime TV ads under the Moonpig Moments campaign.
Mother’s Day
Strategically messaging both cards and flowers for Mother’s Day was a core aim in getting the brand known for more than just cards. A first seasonal ad for Mother’s Day, combining everyday shots, the jingle sung by kids and a family focus to directly appeal to the female customer.
Father’s Day
Replicating the editing approach from Mother’s Day, a first solo advert for Father’s Day. Photo Upload cards were incredibly popular, so they played a key role in the TV creative.