Zappos loves to tell stories about its customer service. The company is once again using its marketing to do just that with a colorful new brand campaign touting its 24/7 customer service and its shipping.
The new work from Plan A will be used throughout the holidays and during the first quarter of 2019. It is the largest television media buy Zappos has done in the past seven to eight years, according to Kedar Deshpande, vp of technology and quantitative marketing at Zappos.
By highlighting customer service and happiness during the holidays, which can be a stressful time for consumers, Deshpande believes the company can attract and retain new consumers. “We believe emphasizing happiness moments was better than fear-mongering like, ‘Hey, this could happen, and that’s why we are there,'” Deshpande said.
The creative will air in the New York, Los Angeles and Chicago markets.
It’s the first work to hit the market from Plan A, which was formed in June, said Plan A CEO Andrew Essex. The holding company recently acquired Badgers & Winters.