Evolve Demand Gen & Direct Mail
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Overview

Evolve operated two distinct audiences: guests booking vacation rentals and property owners considering Evolve's management services. Each required a completely different creative approach. I owned the full demand gen advertising program for both sides of the business, from concepting through execution across social, display, video, print, and direct mail.

For the guest side, the work leaned into aspiration and wanderlust, making Evolve properties feel like the obvious choice for your next trip. On the owner side, the tone shifted entirely toward trust, simplicity, and the value of handing off the hard parts of property management. That channel mix extended to direct mail pieces targeted at prospective owners, where the goal was to get them to take the first step and sign up.

Managing both programs simultaneously meant staying disciplined about brand voice while letting each audience's motivations drive the creative.

Explore B2C Ads ↓

Explore B2B Ads & Direct Mail ↓

Scope

AdvertisingAnimation
A/B TestingDirect Mail
Motion DesignPrintDisplay

B2C wave

Static Carousel Ads

Static carousels consistently outperformed other static formats. The swipeable layout encouraged interaction and kept click rates high by giving guests a reason to pause and explore. Each image paired with customized in-post copy.

Evolve B2C Photo Carousel Ad
Evolve B2C Destination Carousel Ad
Animated Ads

Most of the B2C ads ran as GIFs, and animation won every time. The best performers kept movement surprisingly subtle, think drifting clouds or snow falling outside a cabin window. Just enough to make you feel like you were already there. Close behind were bright, people-focused ads with playful copy that leaned into the excitement of getting away.

Evolve B2C Memory Ad
Evolve B2C Escape Ad
Evolve B2C Lost Ad
Evolve B2C Fireplace Ad
Evolve B2C Family Ad
Evolve B2C Holiday Ad
Evolve B2C Winter Ad
Evolve B2C Display Ad

B2B wave

Static Carousel Ads

The B2B carousels led with testimonials and value propositions, pairing real home photos with owner stories to build trust. Giving prospective owners the confidence that Evolve was the right partner to manage their property.

Evolve B2B Photo Carousel Ad
Evolve B2B Destination Carousel Ad
Animated Ads

The B2B GIFs leaned hard into earning potential, making the financial upside of listing with Evolve the centerpiece. Value props came to life through animation, giving the money angle just enough motion to stop the scroll.

Evolve B2B Second Home Ad
Evolve B2B New Home Ad
Evolve B2B Second Ad
Evolve B2B Stress Ad
Evolve B2B Earn More Ad
Evolve B2B Strong Ad
Evolve B2B Linda Ad
Evolve B2B testimonial Ad
Direct Mail

The direct mail campaign targeted prospective and new second home owners across two formats. A location-specific flyer, using Bend as an example, showed projected income ranges for the area and where owners could expect to land against average yearly rates. A simpler postcard set focused on the new second home owner audience, keeping the message clean and the pitch direct. Both leaned on a tight, brand-forward color palette to stand out in the mailbox.

Evolve B2B Photo Carousel Ad

The End.

Hand-coded with heart in Colorado.

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Eric Gill ©