3 Visual Campaign Success Stories

Killer Infographics Visual Campaigns Communication Content

No marketing campaign today is complete without a wealth of high-quality visual content. That’s because videos, motion graphics, interactive widgets, infographics, and other types of visual media boost engagement and conversions, and determine overall visual campaign success. In fact, a website with infographics earns 30x more engagement than a site without.

Since it’s clear that visuals are leading the way, marketing campaigns are being quickly displaced by visual campaigns. These are fundamentally centered around the goal of putting visual content first, above all other forms of content.  

A visual communication campaign uses visual content strategically in order to achieve a clearly defined and measurable goal. It combines a variety of branded media, all of which follows a unified art direction. No piece of visual content within a campaign should require external explanation to give context. Instead, the visuals should speak for themselves. (To learn more, read our ebook, “Visual Campaigns for Beginners.”)

Still, it can be hard to envision what a successful visual campaign might look like if you’ve never run one before. That’s partly because every visual campaign is different, driven by the unique needs and goals of the client.

So to get a better picture of all that a visual campaign can accomplish, let’s take a look at 3 successful campaigns — what types of media they included, what goals they sought to accomplish, and how they achieved those goals.

An Arts Agency’s Campaign to Share Its Success

Client: National Endowment for the Arts

Goal: To maintain a positive image of the NEA and expand brand awareness

Visual Content Deployed for the Campaign:

Visual language

  • Role in the campaign: Drove a consistent look and feel across all assets in the campaign
  • Why a visual language?
    • Saved design time and money by establishing a defined, consistent design approach that could be reproduced across the NEA’s entire 5-year campaign
    • Ensured quality visuals over the entire campaign by establishing a high standard right away

Visual workbench

  • Role in the campaign: Produced a set of icons, illustrations, and graphs that could be used again and again across a variety of assets
  • Why a visual language? Saved design time and money by creating a central repository for useful visual assets

12 infographics

Interactive timeline

  • Role in the campaign: Detailed the NEA’s history in depth
  • Why an interactive timeline?
    • Users are empowered to click only on the information that interests them
    • The large quantity of information does not overwhelm the viewer, but is broken into bite-sized pieces

5 motion graphics

Here’s one of the motion graphics we created for this campaign:

Results:

  • 200+ custom vector designs developed
  • 25+ successful projects to date
  • Thousands more views on YouTube than the NEA’s average video

Learn more about the NEA’s visual campaign.

A Visual Campaign to Promote an Event

Client: JLL, a commercial real estate and investment management company

Goal: To encourage investment in Seattle commercial real-estate via a 2018 event called “Seattle: Behind the Curtain”

Visual Content Deployed for the Campaign:

Visual pre-event email

  • Role in the campaign: Sent out before the event to encourage attendance
  • Why an email? Well-designed emails encourage users to scroll and engage

3 event signs

  • Role in the campaign: Displayed at the event
  • Why event signs?
    • Created visual unity across the campaign by branding the event in the same way other materials were branded
    • Inspired confidence in JLL’s organizational and management abilities

Motion graphic

Here’s that motion graphic:

Results: C-suite executives from all of Seattle’s Fortune 500 companies attended the event and learned more about JLL

Learn more about JLL’s visual campaign.

A Credit Union’s Visual Campaign to Educate Its Customers

Client: BECU, a Seattle-based financial cooperative

Goal: To share money-management advice with BECU’s banking customers

Visual Content Deployed for the Campaign:

4 interactive modules

  • Role in the campaign: Shared on BECU’s blog  
  • Why interactive modules? Personalized and clarified complex topics for readers

4 motion graphics

  • Role in the campaign: Shared on BECU’s blog
  • Why motion graphics? Explained complex financial topics in fun, relatable ways

Check out the motion graphic we created:

Learn more about BECU’s visual campaign.

Results: Improved value for customers

Every visual campaign, just like every marketing campaign, is unique. How you structure your visual campaign will depend on your unique goals and target audience. The kinds of assets you produce, their design style, and the visual language that guide them will all depend on who you’re hoping to reach, on what platforms. Keep all of these factors in mind as you plan your next visual campaign.

Looking for other great examples? View more visual campaigns here.

Erin McCoy

Author Erin McCoy

Erin McCoy is director of content marketing and public relations at Killer Visual Strategies. She earned her BA in Spanish with minors in French and Russian, and holds 2 master’s degrees from the University of Washington: an MFA in creative writing and an MA in Hispanic literature. She has won nearly 2 dozen awards in photojournalism, and has dedicated those skills to boosting Killer’s brand recognition and thought leadership in visual communication. Since Erin took on her marketing/PR role, Killer has been named a member of the Inc. 5000 for 4 years in a row; has been featured in such publications as Inc., Forbes, Mashable, and the Huffington Post; and has been invited to present at such conferences as SXSW and SMX Advanced.

More posts by Erin McCoy

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