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Build-a-Bear Creatives
The aim of this project? To utilize META and X (formerly Twitter) platforms in order to showcase Build-a-Bear as an exceptional (work)place for prospective employees and customers longing for the cuddliest companions.
Every aspect was strategically selected and meticulously executed– from campaign objectives to audience targeting, placements, and ad creatives. It was a fusion of strategy and creativity, resulting in a compelling display of Build-A-Bear's unique brand.
Paired with a concise marketing brief summarizing the campaign's goal, the project went a step further with a retargeting objective—ensuring that every potential customer and future employee on the fence, revisited the magic of Build-a-Bear.
Build-a-Bear: Retargeting Marketing Brief
An overview of the retargeting campaign on META.
Includes:
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Campaign summary
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Target audience
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Relevant metrics
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Conversion funnel plan
Build-a-Bear: Retargeting Marketing Campaign
Retargeting campaign building process for META
Includes:
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Retargeting audience
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Website retargeting
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Engagement retargeting
Creatives
1:1 Ratio
Target: Mixed audience, 18-29, who engage in trending humor
Type: Twitter post
Funnel Stage: Awareness, Interest
Other: Uses the zoo template of “good animal of the week” vs. “bad animal of the week” to encourage engagement through a potential poll. Humanizes the brand through humour.
1:1 Ratio
Target: Mixed audience, 18-29, who engage in trending humor
Type: Twitter post
Funnel Stage: Awareness, Interest
Other: Uses the zoo template of “good animal of the week” vs. “bad animal of the week” to encourage engagement through a potential poll. Humanizes the brand through humour.
META
1:1 Ratio
Target: Mixed audience, 20-45, who enjoy luxurious items and are celebrating a milestone soon.
Funnel Stage: Awareness, Interest
Type: META ad
Other: Ad that highlights the collaboration between Build-a-Bear and Swarovski for their 25th anniversary.
“Fantastic work! Really well explained! I really enjoyed your explanations on the platforms that you would use!”
TA Assignment Feedback, August 21 2023