Shop Safe, Shop Early - CRAFT Media | Digital

Protecting &


Design & Video Production

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Marketing & Advertising

In fall 2020, with a holiday season unlike any other approaching, NRF enlisted CRAFT for a national education campaign designed to support retailers by encouraging consumers to shop early amidst the pandemic. 

CRAFT created the “Shop Safe, Shop Early” campaign, using a strategic mix of digital channels and connected TV, targeting audiences likely to engage with retailers during the holidays. The campaign amplified video and static creative that spoke to emotions of the environment with high attention to diversity and safety. Our creative highlighted “slice of life” moments in the pandemic environment, opportunities to celebrate old traditions in different ways, and start new traditions around meaningful connectedness. 

Over seven weeks, the campaign generated 228.3 million impressions, 26.3 million video views, and 160,000 website visits.