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Vera Bradley by Classic Accessories: Collaboration.
Vera Bradley partnered with Classic Accessories to bring their trademark whimsy and joy into the residential outdoor space. The mission for the creative team was to stay true to the bright, fun Vera Bradley brand, while maintaining the consistent voice of quality that Classic customers expect.
Copy
The messaging architecture drew from Vera Bradley’s descriptors for their brand and signature patterns, as well as incorporating key Classic concepts.
Used: Bright, colorful, comfortable, party, delight
Not used: Denier, construction, elegant
Visuals
Lifestyle imagery was created in-studio, providing a rewarding creative challenge while working within Covid travel constraints. The central concept was to embrace the hyper-real/unreal look of a built set, emphasizing fun elements with props and pops of bright color.
Results
Ads drove a 30% New to Brand acquisition rate, while video drove the highest number of sales with half the impressions of other ad types.
Video
Video carried the theme with whimsical stop motion animation, lively edits and an upbeat bossanova soundtrack. Short and captivating, the videos were primarily designed to support Amazon Sponsored Brand advertising.
Director, Producer: Angela Goodman
Art Directors: Dorik Downing (CA), Lionel Cipriano (VB)
Photographer, Editor: Amber Holloway-Cook
Prop Stylist: Minou White
Set Stylist: Kristie Carlon
Client: Vera Bradley and Classic Accessories
Product insert card - trifold side 1
Product insert card - trifold side 2
Interior catalog spread
Amazon A+ enhanced content
DTC home page at product launch
Selection of social media posts