Nationale Nederlanden - Social Media Campaigns
Crafting impactful campaigns for Nationale-Nederlanden: audience-driven concepts and elevated visual identity
Concepting
Creative lead
Visual design
Skills
Tools
Figma
From concept to execution
High-Impact Campaigns for Nationale-Nederlanden: Elevating Brand Identity and Engagement
I contributed to several high-impact campaigns for Nationale-Nederlanden, one of the leading insurance companies in the Netherlands. These campaigns included Duurzaam Wonen, De Supporter van Alle Hardlopers, and Aanvullende Pensioenopbouw.
Phase 1: Research & Strategy
In-depth Research: As both a designer and creative lead, my process began with in-depth research to understand the target audience and campaign topics
Collaborative Concept Development: Worked closely with a copywriter to develop a strong campaign concept, ensuring alignment with audience needs and business goals.
Alignment with Legal Team: Ensured all messaging, imagery, and content adhered to Nationale-Nederlanden's legal and regulatory standards.
Phase 2: Design Execution & Visual Refinement
Elevating Brand Aesthetics: Designed campaigns that were fresh, clean, and aligned with Nationale-Nederlanden’s brand identity, with a more balanced color palette that strategically used NN's signature orangefor CTAs and key messaging.
Improved User Experience: The introduction of white space and modern design principles enhanced readability and visual appeal, making it easier for users to navigate the content.
Impact on Conversions: The updated design approach not only brought sophistication and clarity but also resulted in higher engagement and improved conversion rates, leading to more successful campaign outcomes.
Phase 3: Final Implementation & Impact
Updated Visual Identity: The revised design approach was so well received that Nationale-Nederlanden adopted it across all future campaigns, setting a new standard for their visual identity and ensuring consistency across all marketing efforts.
Enhanced Engagement: The updated design helped boost engagement and conversion rates, driving greater success for the campaigns.
In consideration of the sensitivity of the client and the assignment, I am unable to share details of this project.
Duurzaam Wonen Campaign
Pinterest - Tell - Animated post
Pinterest - Sell - Static post
The campaign launched on Pinterest, Instagram, Meta, and LinkedIn, targeting young couples aged 25-35 who are in the process of buying their first home.
The campaign was executed in three distinct phases: the Touch, Tell, and Sell phases, each tailored to fit the stage of the funnel and deliver messaging that resonated with the target audience.
Touch Phase: Focused on creating awareness and tapping into the emotions that come with buying a home, using imagery and messaging that highlighted the excitement and aspirations of young couples.
Tell Phase: Provided valuable information about the process of purchasing a home, addressing practical needs and highlighting how insurance plays a key role in securing this milestone.
Sell Phase: Concluded with strong calls to action, emphasizing the peace of mind that comes from insuring your home and living with confidence (Wonen met een goed gevoel).
To engage the audience across platforms, we used a mix of static and animated social media posts.
This approach ensured the content was relevant and compelling at every stage, driving engagement and conversion.
Refined Social Media Template
I designed a social media template for Nationale-Nederlanden that combines simplicity, clarity, and a high-end brand look. Key features include:
Enhanced readability: Clean layouts with white background for better focus on content.
High contrast: Strategic use of the brand’s orange to highlight the key message.
Modern design: Balanced design that feels professional and premium.
Improved scanability: Use of icons to help users quickly navigate and understand content.
Old social media template
New social media template
