Dopamine Design (Rebrand)
Yellowpop is a Neon design brand launched at the start of the pandemic. For the first two years or so, they have generated steady growth using performance marketing. I was hired at a time when they wanted to become a lifestyle brand, with a strong design point of view and venture into new territories.
The refresh of their channels started with making a ‘bang’. The brand needed to stand out with a big ‘new year new us’ activation. Social Media channels were where the magic happened. Bold graphic design, UGC-led marketing, flash photography, inspirational meme content, playlists and more. Diversifying content narratives through the funnel gave the brand the space to speak and behave like a person with relatable emotions in these uncertain times.
Design system
‘Dopamine Design’ expressed in a variety of brand colour combinations, sizes and ratios to adapt to all user touchpoints.
New Brand Values
Writing new brand core values was essential to the rebrand. Yellowpop needed to clearly express its opinion on Design and how they wanted people to feel in contact with the brand.
UGC-led performance marketing
The choice for performance marketing was to let brand lovers speak and show the brand. On a weekly basis, UGC content was curated and inserted into the performance channels.
#DopamineDesign UGC Competition
A monthly UGC competition in which users submit their best at home neon shot for the chance to win a new neon piece, using the #DopamineDesign hashtag. Below are some of the best UGC affiliated to this activation.
#DopamineDesign on TikTok
Tapping into the power of TikTok was essential for Yellowpop. Connecting with the crafty and home-decor audiences was a go-to and a perfect way for the brand to share its message of self-expression and home creativity. Below is a short selection of TikToks, including UGC unboxing and brand created inspiration Toks.
#MondayInspiration on Instagram
A content vertical created for the brand to express good vibes and share inspirational messages on Instagram in the context of the Covid-19 pandemic.
Yellowpop Playlists
Seasonal Spotify playlists were created. This was an opportunity for the brand to showcase its personality, tone of voice and eclecticism through music.
