Mariano’s, a Kroger owned grocery store chain, was looking to increase usage of their Fuel Points program. Their research indicated that people were not using it because they didn’t understand how the program worked.

They asked for help explaining how to use the Fuel Points people are earning with their purchases. Building off Mariano’s insights and their existing digital media plan, I developed a multi-video campaign that would explain the Fuel Points program and highlight the benefits of the program to multiple audience segments. The creative for the campaign provides both evergreen content and easily updatable ads.

The stories are told using motion design — a budget-conscious approach that allowed for a playful aesthetic. The aesthetics remain consistent across all the videos. The design of each video utilizes photos for immediate recognition and to provide a tangible feel. Clarity in the story and the visuals was a priority.

The first video in the campaign is an explainer / how-to style video that takes viewers step-by-step through the process of earning and using their Fuel Points. Additionally, the video provides secondary information to help consumers. As an evergreen piece of content, this was written and designed to be utilized on the store’s website and YouTube channel, with an option of posting it to their Facebook page. Along with the initial 90 second animation, a 30 second version was created for paid advertising usage.

With the Fuel Points program explained, there was still room to push adoption of the program through digital video ads that made the program more tangible and meaningful. To achieve this, I crafted multiple ads, one for each of the desired audience segments, that presented the Fuel Points program with personality. The stories told represent a real-world narrative that links the groceries the target audience buys to a specific driving experience and fuel need. Doing this created a tangible connection between the two activities to foster an empathetic impression.

Additionally, these ads were developed to be easily updated with future program offers. Each 15 second ad was also versioned to be used as a short paid social ad.

As the Fuel Program continues, the campaign can too. Additional ads will be crafted to address different audience segments, seasons and holidays. The initial ads are also regularly updated as new Fuel Point offers are promoted. The combination of explaining and making the program more tangible and more memorable has helped, and will continue to help, Mariano’s grow their Fuel Points program.