NNT Scrubs: 360-Degree Marketing Stratergy | 2024 | Role: Creative Direction
For the Peach Scrub campaign, I led the creative direction of a bold, 360-degree marketing strategy for a limited-edition product release, introducing a new, fresh fashion approach to scrub colours.
With a nod to Pantone’s Colour of the Year 2024, Peach Fuzz, the campaign was crafted to bring a fresh and fun energy to the healthcare space.
MARKETING COMPONENTS
Campaign Assets: In-studio shoot featuring real healthcare professional and model, with campaign visuals created for use across multiple platforms.
Digital Strategy: Social media, paid ads, EDMs, and influencer partnerships to drive awareness and engagement.
Event Marketing: VIP launch event, guerrilla marketing, and in-person activations to create real-world connections.
B2B Assets: Curated assets to support retail partnerships and boost in-store visibility.
Lead Generation: Sign-up opportunities via digital campaigns, QR codes, and event activations.
Campaign Assets
Creative Concept: Fresh, fun, and vibrant with a nod to Pantone Peach Fuzz colour of the year.
Brand Integration: Ensured that the tone and aesthetics of the campaign aligned with brand’s identity and target audience.
TEAM
Photography + Styling + MUA + Hair: @BisonCreative
Talent: Miranda Louey @Viviensmodelmgmt
Digital Strategy - Organic Social Media
A targeted social media campaign promoted the limited-edition release and event through a teaser rollout, real healthcare Q&A, and trending content formats.
TEAM
In-house Communication Specialist
Digital Strategy - Paid Ads
Paid media campaigns were executed across Google Performance Max (PMax) and Meta platforms, utilising static and video campaign assets along with copy and CTAs. These assets were strategically distributed to drive awareness, engagement, and direct sign-ups for the event via the provided landing page link.
TEAM
In-house Digital Marketing Specialist
Digital Agencey: @impressivedigital
HYPE EDM
AB Testing
REMINDER EDM
Design Resulting from AB Test
Digital Strategy - EDM's
A targeted email campaign built anticipation for the color launch and event. While the event was localised, emails also offered VIP pre-purchase and registration options for those unable to attend. Sneak peeks, exclusive event details, and early access were highlighted with strong CTAs, driving excitement and engagement ahead of the launch.
TEAM
In-house Digital Marketing Specialist
In-house Graphic Designer
Event Marketing
Guerrilla Marketing (Pre-Event): Guerrilla Marketing (Pre-Event): To generate buzz before the event, we deployed a guerrilla marketing strategy by placing posters in medical universities, hospitals and public spaces. Two staff members distributed scrubs-themed cookies and flyers at key locations, featuring a QR code for easy event sign-up, driving immediate engagement and anticipation.
VIP Launch Event: Invited a select group of “healthfluencers” to experience the new Peach Scrub release. The event was designed to spark conversation, build relationships, and engage attendees.
Activation: At the event, guests could sign up for prize draws and giveaways, while iPads were used to capture leads and grow the brand’s database. Highlights included a Live Illustrator creating custom artwork for attendees and a branded Digital Photobooth, where guests took fun photos to share on social media. These activations boosted guest experience, brand engagement, and visibility.
TEAM
Photography: @BisonCreative
Location: @The_Budapest_Cafe
Activation: @Bump.Events (Media wall + Photo booth)