I created these illustrations that were used throughout the election season in our campaign collateral.
The box mailer demonstrates the campaign's brand identity. The branded mailer contained a custom-bound booklet with interactive paper, pockets for future scorecards, and pages for note taking.
Our remarketing campaign ran from August through November and drove over 48,500 visitors to our election hub page and generated over 8.9 million impressions.
I created these illustrations that were used throughout the election season in our campaign collateral.
Keep Score on Taxes
Objective:
Position Crowe as a thought leader in the area of tax reform and provide added value to the target audience through valuable and timely tax information. Send a series of tax policy scorecards to outline the leading presidential candidates’ positions on tax policies at a glance, helping clients easily evaluate each candidate’s tax platform and determine how it would impact their bottom line.
Original, pre-pandemic plan:
The initial plan was to send out a disruptive box mailer, introducing clients to the campaign branding. The box contained a custom-bound booklet with interactive paper, pages for note taking, and pockets to house the scorecards that were to be mailed out throughout the election season. The interactive paper was to create a mobile-first experience leading recipients to a hype video, an interactive Ceros experience, and a page to sign up to receive more election-related tax news. After receiving the box mailer, a series of four scorecards would be sent out during the election season offering an unbiased, snapshot comparison of the candidates’ positioning on tax policies. Each scorecard could be stored in the previously received booklet to house everything in one place, and to allow clients to easily compare candidates’ tax proposals and understand how they could impact their organization’s bottom line.
Pivot to 100% digital:
In the lead-up to the disruptive mailer rollout, the COVID-19 pandemic arrived, shutting down offices and businesses in the majority of U.S. states. That forced our team to quickly recalibrate and push the entire campaign through digital media. We had to completely restructure the specific campaign tactics, including creating an online hub page for all our content and putting our presidential candidate scorecards in a dynamic digital format. We hosted a pre- and post-election webinar focused on potential implications of tax policies and how it may affect tax planning. And we also partnered with Tax Executives Institute (TEI) for a 2-page advert in their Tax Executive magazine, had a sponsorship with Forbes, as well as a successful Google Ads remarketing campaign.
Results:
The campaign received three Platinum Hermes Creative Awards from the Association of Marketing and Communications Professionals for “Team Achievement,” “Pandemic-Related Campaign Pivot,” and “Print Media: Integrated Campaign.” Key campaign results yielded over 10 million total impressions. Our Google ads remarketing campaign ran from August through November and drove over 48,500 visitors to the election hub page and generated over 8.9 million impressions. The Forbes sponsorship yielded over 1 million impressions and more than doubled the benchmarking expectations from Forbes in click-through rates – exceeding all of our engagement metrics. Our election hub page garnered more than 60,000 visits. Overall, the campaign generated 31 leads with upmarket, Fortune 1000 companies.
