Campaigns 1 and 3 are for customers that have already received a photo book or are aware of Past Book (went through the creation process but not ordered).

Campaign 1 is directed to a much younger audience, Campaign 3 is for more mature women usually with grand children therefore being less internet savy the facebook blue is used to reinforce a sense of security and trustworthiness.

Campaigns 2 are a more "creative" ones to engage with new customers, the first one is a clear reminder of Facebook year in review for 2016 and the second one encapsulate the core values of PastBook (helping customers to relieve their memories).