The idea
Vacation homes for Vacation You
Evolve: Vacation You
Evolve deals with all that vacation rental stuff so you vacay your way.
Staying in a vetted Evolve vacation property comes with the type of peace of mind that frees your best pool-floating, drink-sipping, nap-perfecting self — AKA, Vacation You. To spread the word, our in-house team delivered a personality-packed omnichannel campaign that encouraged viewers to hand over the lodging logistics and slip into full-on vacation mode.
Brand
Evolve Vacation Rental
Contributions
Creative direction, brand design, copywriting, social strategy
Partner
Piggyback (video production)
Move over,
Everyday You.
Creative impact
Doing more
with le$$
We maintained project budget by transforming commercial stills into vibrant visuals.
KEY RESULTS:Zero additional spend on campaign visual assets
53% reduction in agency fees by producing all assets and deliverables beyond the commercials in-house
Sweepstakes
success
Campaign creative inspired Evolve’s first sweepstakes, Vacation You For Life, driving reach and ROAS.
KEY RESULTS:+12% in Instagram followers
+27% in guest email subscribers
Thousands of pieces of UGC with consent for marketing use
10+ earned placements in target publications, like Travel+Leisure
Evolving
Evolve
Soliciting feedback from customers and employees informed Evolve’s upcoming brand refresh.
SUCCESS FACTORS:Brand perception surveys produced valuable insights for ongoing brand development
Presentation of the campaign to all Evolve employees aided internal adoption and survey participation
So, which Vacation You are you?
The "Cabin Cuddler"The "Getaway gamer"The "Plan-tastic Voyager"The "healthy inhabitant"crafting vacation usClearly defining campaign-specific tone of voice and visual guidance ensured consistent implementation across diverse marketing touchpoints and channels.
PERSONAS WITH STOPPING POWEROrganic social further connected our vacation-induced alter egos to Evolve’s existing brand world, driving engagement with interactive polls, property previews, and cheeky takes on social trends.
VACATION YOU IRLAlongside our campaign, we conducted Evolve’s first major sweepstakes, Vacation You For Life.
With the chance to win $5,000/year in Evolve travel credit every year for life* up for grabs, we asked entrants to share a pic of their own version of vacation bliss.
We received thousands of photos, debunking previous doubts that Evolve audiences would produce meaningful UGC, and fueling marketing efforts throughout the sweeps and beyond.
*Up to 50 years.
