If you’re the kind of person who ever buys stuff, you’ll want to check out ShopAtHome.com. At any given time, the site features thousands of coupons, discounts and cash back offers, with deals at more than 50,000 stores. So not only can you save money on clothes, shoes, plane tickets, toys, computers, and more—you also get cash back on top of that.
Despite having a lot to offer, ShopAtHome.com had little brand awareness. They needed an original, distinctive brand personality that would put them on the map. So they asked Mortar to concept their holiday campaign.
The cash back aspect was what made their story interesting. Sure, giving gifts at the holidays is great. But let’s be honest: Everyone also likes getting a little something back for themselves. We had an opportunity to speak to mall-worn shoppers who were constantly getting burned during the holidays, paying full price for gifts and feeling like a dolt about it. And the idea of being selfish was real and honest—a sharp contrast from the usual ad clutter of picture-perfect moms and saccharine Christmas cheer.
But how could we promote the idea of being selfish without coming off as totally greedy? We mulled. We brainstormed. We wassailed. And then, in a quiet manger underneath the Bay Bridge, Yulie the Yuletide Log was born.
Meet Yulie. He’s excitable, a little bit nervous, and too shy to talk. And ever since Yulie discovered ShopAtHome.com, he’s become an online shopping nut. This holiday he’s been buying insane amounts of gifts for his friends—they have no idea why, but they’re not complaining. Little do they know for every gift Yulie buys, he saves huge and gets cash back. Thanks to ShopAtHome.com, Yulie won’t get burned every holiday: Instead, he’ll make bank.
To bring Yulie’s story to life, we polished our vocal chords and crafted a good old-fashioned jingle.
Our creative intent was to evoke the cozy, nostalgic feel of the Rankin/Bass stop-motion holiday classics, then contrast that with our modern, offbeat character. Since we were targeting a younger audience, we made Yulie’s character a bit absurd with a penchant for frantic, gif-like movements. Wrap it all up in a frighteningly catchy song, and you’ve got a Christmas nondenominational holiday miracle. By making Yulie the selfish, clever, slightly manipulative one, we can all live out those unbecoming-but-oh-so-human qualities through him.
Pre-roll video and banners are live on EllenTV.com, NBC.com, Hulu, People.com, RealSimple.com, and more. We’re halfway through the campaign, and results have been phenomenal. Click-through rate is 21% higher than the industry average. Cost-per-response is 10 times lower than the campaign goal. And brand awareness has grown dramatically, based on year-over-year Google searches for ShopAtHome.com branded terms. Which reminds us that the best part of making goals is meeting them. And exceeding them is icing on the fruitcake.