Manitobah: Three-part Ad Series

Challenge: While Manitobah Mukluks' target audience was attracted to their beautiful designs, reasonable price points, and problem-solving features, a key challenge remained: potential customers questioned whether the brand was truly for everyone, hindering their purchase decisions, particularly during the crucial holiday gift-giving season.

Action: To directly address this concern and position Manitobah as the top-of-mind gift for everyone, a multi-platform advertising campaign was developed with the central theme: "Manitobah – a gift that’s truly for everyone." This campaign included the following key actions:

Ad 1: Direct-response TV spot: A television commercial was created leveraging the winter holiday season. The ad featured a relatable scenario where a mother is portrayed as a thoughtful gift-giver who "saves Christmas" with Manitobah gifts, subtly positioning the brand as trustworthy and offering desirable products suitable for gifting to loved ones.

Ad 2: Out-of-home Bus Shelter Ad: A product-focused advertisement was designed for bus shelters in high-traffic areas. This ad aimed to capitalize on the target audience's need for warmth during the winter months, featuring short, impactful copy that reinforced the idea of giving Manitobah as a thoughtful gift.

Ad 3: Instagram Story Ad: A static Instagram Story ad was created, maintaining the yuletide celebration theme with Christmas-themed visuals and promoting Manitobah's holiday gift guide. Instagram was chosen as the platform due to the target audience's high engagement on the platform and their tendency to follow the brand's business page.

Result: The intended result of this strategic advertising campaign was to directly overcome the audience's objection about Manitobah's universal appeal by showcasing its suitability for everyone. By positioning the brand as a thoughtful and desirable gift option across television, out-of-home placements, and social media during the holiday season, the campaign aimed to increase brand awareness, drive purchase consideration, and establish Manitobah Mukluks as the go-to gift choice.