Big Star Lights

Big Star Lights (BSL) is a Canadian Christmas light e-commerce store. They hired Jane AF to revamp their core brand positioning and communications. We positioned BSL as a premium Christmas light provider and chose their three core benefitsas : “outlast,” “outshine”, and “outdo.” These three benefits were integrated into all communications and campaigns, creating a consistent brand voice with far-reaching potential.  Example Messages:

• “Outlast the competition, Outshine your neighbours and Outdo yourself this season with Big Star Lights.”

• “We outdo ourselves with the best customer-service on the market”

• "Our lights outlast the winter with water-proof coaxial cables”

• “Our lights outshine the big box brands”

  “Jane is fantastic at thinking outside the box, and bringing her humour into her advertising work. She streamlined our digital marketing, came up with a cohesive ad campaign across multiple platforms, and cut through the status quo of our industry. She is wonderful to work with and we would highly recommend her!”

  -Claire Butterfield, President Big Star Lights

Christmas Season Campaigns

Ditch Big Box, Go Big Star!

Consumer-facing social media campaign focusing on Big Star Lights’ three main benefits: “outlast,” “outshine,” and "'outdo.”

Your Off-Season is Our On-Season

Social media campaign targeting pro-installers.

Christmas Lights Display Map

During winter 2020, people were too nervous to get together due to the COVID-19 pandemic. The Christmas Light Display map was a partnership with Global TV that led folks to the best Christmas light displays in their neighbourhoods so they could enjoy the bright lights and interact with their neighbours while maintaining social distancing. In conjunction with the mobile map, we launched a series of banner ads on Global TV's website.

Segmented Landing Pages

After reviewing and revitalizing key images and messaging for Big Star’s homepage, we set out to create additional landing pages targeting specific groups. For their main audience - Christmas light shoppers- we distinguished customers by climate; advocating UV protection attributes of the lights for warm weather areas and water and wind proofing attributes of the lights for cold weather regions. Furthermore, we created landing pages customized to each sub customer grouping, for instance Halloween light shoppers and event planners.