In May 2021, Hootsuite launched "The Very Big Social Makeover for Small Business," a marketing campaign offering small businesses across North America the chance to win a social makeover with $10,000 in prizes. As the Lead Graphic Designer, I collaborated with multiple teams to develop the campaign's visual identity.
Role: Lead Graphic Designer
Timeline: 3 months
Team: Creative Director, Project Manager, Content Manager, Marketing Director, Copywriter, Motion Designer, UX Designer, and myself.
Timeline: 3 months
Team: Creative Director, Project Manager, Content Manager, Marketing Director, Copywriter, Motion Designer, UX Designer, and myself.
Campaign Concept
I collaborated closely with a copywriter to create the concept for this campaign. Together, we brainstormed contest name ideas, decided on the visuals, and crafted the tone of the copy.
For the visual elements, I drew inspiration from a variety of vibrant sources:
Reality Shows: Drawing the uplifting and transformational themes of "Queer Eye" and the creative flair of "Glow Up," we aimed to infuse the campaign with a sense of excitement and personal growth.
Musicals and films: Inspired by the spectacle and extravagance of "Moulin Rouge" and "Life Is a Cabaret" (1971), we sought to create a visually stunning and immersive experience.
Stage Game and TV Shows: Channeling the competitive spirit and high-energy atmosphere of shows like "Wheel of Fortune" and "High Rollers," we designed elements representing the TV shows and games competition visuals and feelings.
These inspirations combined to create a vintage yet contemporary look and feel for the campaign, evoking a strong sense of 'competition' and 'fortune' for the audience.
Drawing from these influences, I incorporated a range of striking visual elements, including:
Neon Lights: Adding a modern yet retro vibe, creating a sense of excitement and allure.
Stage Spotlights: Adding a dramatic flair.
Bold and Vernacular Typefaces: Ensuring the text stands out and adds character.
Dark Backgrounds: Providing a rich contrast that makes other elements stand out.
Red and Yellow/Gold Colors: Signify energy, excitement, and wealth.
Light Bubbles: Creating the main typography and serving as a key element for motion design.
Customized Typeface Process
Part of the design process involved creating a customized typeface. This typeface features circles imitating light bulbs and strokes inspired by neon lights.
Iconography and Illustration
I developed an iconography system integrated into various aspects of the campaign. These icons added joy and vibrancy, showcasing the diverse range of services Hootsuite offers.
Below are some examples of the icons and illustrations used.
Landing Page
Working with the growth and web teams, I created a landing page that registered entrants, promoted the campaign, presented the celebrity judges, and provided detailed information about the contestants. The landing page featured impactful design, and easy navigation, effectively converting visitors into engaged participants.
Marketing Materials
Additionally, I designed social media images, email marketing, and internal and external creative presentations. These assets ensured a consistent and visually appealing brand presence across all platforms, contributing to the campaign's success.
"Larissa, you truly made your debut with such creative, bold and simply awesome design leading this campaign. It looks fantastic, thank you! I can’t wait for the more to come!"
Lisa Vecchio, former Global Marketing Campaign Strategist at Hootsuite.
Campaign Results
This garnered significant attention and interaction on social media platforms, leading to increased visibility and brand engagement for Hootsuite and the participating small businesses.
Entries: Over 10,000 entries in the first 7 days of the campaign launch.
Video Views: The campaign video announcement post had over +30k visualizations on Instagram.
User-Generated: Content created and shared their content related to the campaign, further amplifying its reach.
The biggest winner of this contest was Apricotton. You can see how this campaign helped grow their business in this Hootsuite case study.