Bluprint

Joyful giving to make the holidays bright.

In November 2018, Bluprint tasked us with launching a last-minute gifting campaign that would encourage current members to gift a subscription for the holidays. After presenting three distinct campaign concepts, they selected “Make It Bright,” which showcases the spirit of creativity that their brand is known for.

INSIGHT

People are looking for ways to give thoughtful, personal gifts during the holidays.


To help increase subscriptions, we needed to inspire current Bluprint members to gift a digital subscription in a way that still made an online present feel meaningful and memorable.

APPROACH

Ugly Christmas sweaters are back, so to celebrate the knitters and stitchers of Bluprint, we introduced a holiday campaign that embodied the same spirit.

This season, we invited current members to make it bright with Bluprint by reminding them of the joy they find in creating projects of their own. We leveraged GIF animation and made a series of illustrated holiday elements that aligned with the Bluprint brand but would stand out against the large lifestyle images they usually leverage across their site.

RESULTS

The gifting campaign was a huge holiday hit.

In a highly competitive landscape, we managed to position a Bluprint subscription in a way that made it feel like the most thoughtful gift of the season. Gifters had the opportunity to add a personalized digital message, while also being able to download and customize a series of holiday cards to give in person. Members loved it and gifting was such a huge success that we’ve continued to make evergreen and seasonal updates.

6X
The campaign goal
30%
Landing page conversions
55%
Net new subscribers
blueprint gifting

Make it bright with Bluprint.

Give joy this season and beyond.

The most wonderful gift of the year.