NICOLE KOESTEL
Creative Director & Brand Strategy
In 2023, LoveFL had a new mission- foster state pride at scale by expanding outside of its large organic social presence. They wanted to become even more of a household name, so we went about doing so with a variety of completely new brand awareness campaigns, IRL experiences, and ways to inspire locals to explore beyond their own backyards. Without a production budget, we made videos and social content from their current asset libraries and created exclusive merchandise that only Floridians would love.
LoveFL Brand Awareness Campaign
In 2023, we launched LoveFL’s first-ever brand campaign, featuring a collection of owned footage that celebrates THIS (insert any reason here) is why we love calling Florida home.
LoveFL Event Activation
On top of the new campaign, we wanted to take our love of Florida off the screen and into the IRL community. So we launched a 5-stop event tour in the summer of 2023, hitting big events across the state; helping spread awareness of our community, giving away some cool swag, but more importantly, spreading pride by asking “Why do you LoveFL?”
We gathered 500+ answers and used these notes as the heart of our campaign.
LoveFL Merch
To celebrate our first ever IRL cross state tour, we created one of a kind shirts and hats, inspired by our very own love of Florida.
LoveFL In State Travel Campaign
With so much to do and see all across the state, we were tasked to encourage Floridians to explore their own backyard more. Our research showed that most people are willing to travel under 150 miles for a weekend trip, so our campaign was built around proximity of 7 major Florida markets. For each location, we featured 3 locations in under 3 hours, reminding Floridians that getaways aren’t far away. For all assets, we built a visual system and templates that were easy to update for each targeted demographic and their nearby getaways.
Reminding Floridians the richness of Florida IRL vs their phones in these quick :15’s
