Project Overview
In an increasingly crowded marketplace with numerous copycat software products, Vena needed to stand out and remain top-of-mind for potential customers. The objective was clear: increase brand awareness, affinity, and trust through a strong, differentiated brand identity.
The Insight and Big Idea
Finance professionals chose their careers because of their passion for numbers. However, over time, that passion often fades, overshadowed by menial tasks, the hassle of chasing down receipts, and the constant battle with data silos. The initial spark and excitement they once felt for their work diminishes.
Approach and Solution
Our mission was to help finance professionals rekindle their love for finance. To achieve this, we crafted a strategic campaign centered around Valentine's Day 2023. We launched with a significant, attention-grabbing splash, creating a memorable and emotionally resonant connection with our audience. Leading up to and following Valentine's Day, we consistently delivered engaging and delightful content and ads that reminded our audience of the reasons they first fell in love with finance.
Before Valentine's Day: Spoofed RomCom Posters
To build anticipation and remind finance professionals of their initial passion, we launched a series of spoofed romantic comedy posters. Each poster was creatively reimagined to reflect finance-themed scenarios, injecting humor and nostalgia into our campaign.These playful visuals were distributed across various digital platforms, sparking conversations and engagement among our target audience, reminding them of the joy and excitement they once felt for their profession.
Valentine's Day: Big Splash
On Valentine's Day, we created a more personal and organic connection with our audience. We published an exposé-style blog article titled "5 Ways To Show Your Finance Team You Love Them," offering insightful tips and heartfelt stories to foster appreciation and camaraderie within finance teams. Additionally, we sent out a thoughtful direct mail package to our customers, featuring custom candy hearts with finance-related messages and a Valentine's Day card. This tactile and nostalgic gesture aimed to create a memorable and emotionally resonant touchpoint, further deepening our brand's connection with our audience.
Post-Valentine's Day: Continued Engagement
Following Valentine's Day, we maintained the campaign's momentum by infusing the "love" theme into various aspects of finance. We creatively adapted the concept of the "5 Love Languages" into finance-related topics, offering unique and engaging content that resonated with our audience. Additionally, we produced fun and organic content, including memes that humorously depicted "power couples" in the finance world, such as Vena paired with Microsoft, Power BI, and FP&A teams. This lighthearted and relatable content kept the conversation going, ensuring our audience remained engaged and connected with Vena.
Thanks for reading!
