Monica Jory
Service Design | CX | Innovation
Campaign Redesign
Campaign reframing ahead of go-to-market
Telecommunications - Vodafone
This project focused on resetting the direction of a failing marketing campaign by identifying the emotional drivers that differentiated the brand in a commoditised market.
Challenge
Messaging for a product refresh relied too heavily on functional features, failing to connect with customers or align internal stakeholders on a clear brief. Stakeholders were concerned that the go-to-market would fail to cut-through in an already competitive market.
My role
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Strategic reset & risk management: I was responsible for diagnosing the "emotional gap" where functional messaging was failing to land. I focused on de-risking the creative direction by shifting the campaign from internal assumptions to a defensible, customer-centred strategy.
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Synthesis & translation: I acted as the bridge between qualitative customer insights and commercial market data. My responsibility was to translate abstract emotional opportunities - like "peace of mind" for parents - into a defensible market position that informed the revised creative brief.
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Alignment & coherence: I worked with brand, product, and frontline teams to ensure a consistent experience across all digital and physical touchpoints. My focus was on maintaining omni-channel coherence, ensuring that the value proposition in the UI was mirrored in the scripts used by call centres and in-store staff.
Methods
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Qualitative research & synthesis
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Hypothesis-testing & prototyping
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Omni-channel message mapping
Approach
Image: Old campaign banner
1. Diagnosis & gap analysis
Combined stakeholder interviews, including frontline perspectives to surface where internal assumptions diverged from customer sentiment. Conducted a competitor analysis, specifically regarding families with children receiving their first mobile phones.
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Image: Card sorting
2. Reframing
Led UX and Product designers to conduct deep-dive customer interviews. Tested using card sorting and wireframes to validate potential messaging. Synthesised research identify the core emotional needs of parents. Reframed the campaign around a compelling emotional hook that was resonant with the target audience.
Image: Alignment workshop
3. Stakeholder alignment & integration
Facilitated workshops with key leaders to align on a unified vision for messaging and imagery. To ensure a seamless rollout, I collaborated with client-facing teams to co-create and delegate the necessary service scripts, grounding the final implementation in the operational reality of the frontline
Outcome & impact
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Increased digital conversion: New messaging led to an increase in click-through rates (CTR) from campaign banners to product listings and cart.
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Operational sales efficiency: Reduced the time to sale in contact centres thanks to smoother, more efficient customer conversion.
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Elevated the role of design: Demonstrated the value of design-led interventions to Brand GMs and senior stakeholders, shifting the perception of design from a "visual service" to a strategic partner.
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