Promotional Campaign

Sculpture Sale

Concepting, Video, Social Strategy, Email Strategy

The ask

Equinox is a luxury brand. It’s also constantly on sale.

Every month, we put out a promo campaign (mostly digital) that cements the month’s theme and drives sales.

In September 2018, we were asked to do something a little different. Concept around something weirder.

What we ended up with was smart, simple, and still elevated.

The concept

QVC.

That’s… pretty much it.

While you can’t sell a membership on QVC, you can sell a better body. So we took a male and a female statue from the stellar artist Nick Bibby and slapped a few poppy “SALE” stickers on them.

Tonally, I was encouraged to go outside the box. In order to sell the concept, I had to ditch the more elevated tone that our promos usually took.

I had to go, tonally, a little insane ➡️

The execution

After shooting in England (!), I had to set up some general language around the campaign. What I did was troll Craigslist for several hours for sell-y language that did more than just sell—it made you laugh. From there, I made messaging matrices and laid out a communications cadence. *RARE INVESTMENT OPPORTUNITY*

We tested paid display ads of the sculptures against our tradition sale creative (text only) as you can see above.

On the homepage of equinox.com, you’d see the video at the top on loop (I recommend sound on).

The results

The results of our campaign were very promising for more interesting sale creative.

Our “sculpture” display ads drove 33% more clickthrough rate than the text-only ads.

But what it ultimately did was help us solidify a strategy: the sculpture ads drove a lot of curiosity for top-funnel folks that weren’t too familiar with the brand, but the text-only ads landed sales for leads who were already interested in Equinox.

What we had, therefore, was a better full-funnel strategy than what we’d previously had.

Sample email creative