Walter Waller
Strategic Creative Director & Multi-Channel Brand Storyteller
Holiday Campaign
The Challenge
Position Burlington as the ultimate holiday gift destination by pairing emotional connection with value-driven savings.
The Strategy
Balance the joy of thoughtful gift-giving with the practical instinct to save. The campaign centers value itself as the emotional payoff — framing every deal as a moment of holiday delight with "Love the gifts, love the deals."
The Execution
An integrated, cross-category holiday campaign spanning key gift categories — from toys to stocking stuffers — reinforcing Burlington as the destination that delivers a "wow" moment without the price tag to match.
Design Elements
Colors
Our goal for social media during the holiday campaign was twofold: get customers excited about shopping Burlington for the holidays, and educate them on the deals and gifts they'd find in-store. We executed through organic posts, carousels, and influencer videos — producing 85 posts across Q4 that generated 1.2M impressions and a 4% engagement rate.
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Built a segment-driven Q4 holiday strategy around dress-up, home décor, and gifting, targeting two core audiences, "Want a Deal" and "Need a Deal," with tailored creative and messaging. The campaign drove 2.5M+ store visits and returned $50 for every $1 of ad spend.
Homepage
Campaign: Burlington Spring — Deals Revealed
Strategic Goal: Drive foot traffic and multi-category retail growth by positioning Burlington as the primary answer to spring wardrobe and home refresh needs.
Core Strategy: Bridge the emotional desire for seasonal renewal with an uncompromised value proposition—removing the guilt from seasonal impulse shopping.
Creative Deliverables: Integrated campaign assets across paid media, digital platforms, and in-store visual displays highlighting key spring essentials and promotional messaging.
Spring TV
Organic & Paid Media
Spring Campaign
