Woolworths Christmas ‘24
Integrated Campaign (Social)
Christmas ‘24 was the first time we’ve developed a suite of bespoke content on paid Social across the brand layer, Woolworths’ e-commerce, as well as their ecom trade. The campaign was split into 3 brand layers (affinity, preference, and conversion). Our team concepted for multiple shoots and planned the most efficient way to utilise our time on non-social shoots. All together we had 4 different shoots. 2 were bespoke and 2 was us tagging along on a TVC shoot and a PR house.
I worked across the entire creative process, helping with concepting, organising for shoots, being on set to direct and be hand talent, and post production where we built and rolled out the whole campaign. One fun challenge we had was to consider music and sound really early on throughout our concept phase. We generally use music from TVC and overlay the VO we scripted, however we had creative freedom to create more fun assets and we got to experiment with SFX to enhance the storytelling.
L1 - Affinity
This is the top brand layer where we connect through stories that spark the joy of togetherness, reflecting relatable Christmas traditions around food moments.
These assets share the same talent and set and are the most identifiable to the TVC.
L2 - Preference
This is the mid layer with the task to demonstrate how Woolworths can help make Christmas planning easier and more enjoyable.
We had 2 components to this layer (brand and ecommerce). We separated these deliverables into 2 shoots as the ecommerce layer required a Direct to Boot bay to communicate one of the offers, meanwhile the remaining tasks can be communicated in a home setting.
We utilised appropriate camera angles and transitions that were trending in that era on social to enhance the story we were telling in each creative.
L3 - Conversion
This is the lower funnel of the campaign where we focus on the purchase intent and showcase abundance of available value. The campaign ran weekly P&Ps to feature weekly specials for the week. There were also ecom trade creatives that showcase value and offers.