Cross-Channel Campaigns for Benelux
CREATIVE MARKETINGAs Creative Lead for the Netherlands and Belgium markets, I led cross-channel campaigns aimed at inspiring audiences, driving engagement, and strengthening our brand presence locally. A key part of my role involved researching and analysing cultural trends, audience behaviours, and local values across both markets. These insights informed our creative concepts and ensured that each campaign resonated authentically with local audiences.
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King’s Day Campaign
King’s Day is one of the most vibrant celebrations in the Netherlands, held every April 27th to honor the birthday of King Willem-Alexander. Streets turn orange, people celebrate outdoors, and brands embrace the festive energy across every platform.
Our goal was to unite product and culture through a celebratory King’s Day campaign, providing business owners with ready-to-use marketing products to drive seasonal engagement and sales.
CHALLENGE
Most of our existing products didn’t naturally resonate with the King’s Day theme, so we needed to design new templates specifically for this campaign. The challenge was to keep the visuals aligned with our brand identity while infusing a strong local spirit. A cohesive cross-channel rollout helped amplify our localized message and strengthen engagement across all touchpoints.
OUTCOME
With orange as the campaign’s signature color and carefully chosen templates that aligned with the local use case, the initiative proved highly successful.
The King’s Day campaign outperformed the global one, generating 12% higher engagement and confirming the effectiveness of our localized creative approach.
Client: Vistaprint
Year: 2021
Channels: Email, Social Media and Site
Role: Creative Lead working closely with the Country Manager, collaborating with the strategy market, while coordinating timelines, resources, and cross-team collaboration.
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Sinterklas
Campaign
Sinterklaas, or Saint Nicholas, is a traditional winter holiday figure celebrated in the Netherlands and parts of Belgium. Many retailers adapt their stores and campaigns to reflect the festive Sinterklaas theme.
The main goal of this campaign was to inspire business owners to purchase marketing materials through our themed templates. Using the festive spirit of Sinterklaas to help them promote their own products and sales. We also created a consumer-focused version for individuals who wanted to give Sinterklaas-themed products as gifts.
CHALLENGE
We needed to design a hybrid campaign that would appeal to both businesses and consumers, maintaining the same inspired spirit while ensuring that each version felt tailored and specific to its audience.
OUTCOME
We selected one of our templates to become the central character of the business campaign, embodying the festive and professional tone of the project. For the email marketing, we designed two different structures: one for business clients and another for consumers.
The landing page followed a hybrid approach, combining both audiences in a single experience. It featured two distinct sections: one focused on consumers, and another highlighting a businesswoman confidently presenting one of our products.
Client: Vistaprint
Year: 2021
Channels: Email, Social Media and Site
Role: Creative Lead working closely with the Country Manager, collaborating with the strategy market, while coordinating timelines, resources, and cross-team collaboration.
BUSINESS
CONSUMER
These campaigns taught me how to design with cultural nuance, creating experiences that feel personal yet consistent. It also strengthened my ability to lead multidisciplinary teams and balance creativity with brand structure.