The objective of this brand campaign was to boost brand awareness and to connect to the user on an emotional level by highlighting the benefit that they would get from using FreshBooks. In the beginning stages of the campaign, we as a team identified through research and data the main ideal customer profiles we would be focusing on. These four profiles were, marketing professionals, creatives (photographers), pool cleaners, and construction professionals.

We engaged with an agency to begin the work and to develop creative ideas on how we would achieve the goal of the campaign. We identified messaging and a tagline that would be used through each tactic, which was “Make the hard part easy” with FreshBooks, the hard part being the accounting that small business owners need to do to run their business. The agency came back to the team with a few concepts and after brainstorming and reviewing each, we decided on a main storyline for the video campaign. The business owner in each video would be visited by a future self who is more organized and has more time to run their business because they used FreshBooks.

I helped to choose talent for each ideal customer profile, as well as a colour palette for each. I was present on shoot day and helped to direct the agency and actors towards the result that we were looking for as a team. I reviewed the videos once the agency had sent them for review, provided feedback and direction and ultimately helped to bring the videos to the finish line. From here I created static and animated ads that would accompany the videos further down in the funnel.