CHRISTMAS CAMPAIGN
COUNTDOWN // 2022
SKILLS: Asset Creation // Website Design // Email Design // E-Commerce
TOOLS: Figma // Photoshop // Miro // Jira
BRIEF
The primary objective of the Countdown Christmas campaign was to bring Christmas to life for the everyday Kiwi through the celebration of food using amazing shots of the best Christmas meals. This would be brought to life in our media, digital, and in-store channels. The business goal was to sell seasonal products through support sales and perceptions of Own Brand Products.
In support of the campaign, my scope of work encompassed being the lead designer to create digital assets & mock-ups for 8 Landing Pages, Homepage Header Banner, Content In Grid, Article Tiles, and 14 Emails that were tailored for four customer groups.
Throughout the project, I worked closely with the content manager from briefing through to asset delivery. I also collaborated closely with a copywriter to ensure compelling copy for digital assets, landing pages, and emails. Additionally, I partnered with two UX Designers, one focusing on website channels and the other on email channels, to bring wire-frames to life with well-researched design assets and layouts.
PROCESS
1: Briefings from the content manager, marketing lead, and UX designers
2: Inspiration gathering
3: Conducting competitive analyses
4: Asset creation
5: Review by content manager & marketing lead
6: Iterations + asset and mock-up creation
7: Final reviews and approvals from the marketing team
8: Last-minute refinements
9: Asset export and delivery to the content manager
10: Thoroughly reviewing landing pages and emails prior to going live
2: Inspiration gathering
3: Conducting competitive analyses
4: Asset creation
5: Review by content manager & marketing lead
6: Iterations + asset and mock-up creation
7: Final reviews and approvals from the marketing team
8: Last-minute refinements
9: Asset export and delivery to the content manager
10: Thoroughly reviewing landing pages and emails prior to going live
CONCLUSIONS + RESULTS
As a result, this project generated exceptional results, increasing from the year before. The imagery successfully brought to life the festive food and celebrations of Kiwis, complemented with bold typography to convey a powerful message. I designed a cohesive campaign that seamlessly connected web, app, and email channels with the in-store POS. Over the course of the project, I designed and delivered over 800 assets, with the 8 landing pages receiving over 120,000 page views and an average visit duration of 35 seconds. These efforts contributed significantly to a remarkable e-commerce revenue of $15.64 million.
WEBSITE Asset designs & landing pages
I designed assets for eight landing pages, each dedicated to specific themes and tailored to different audiences to gain inspiration. These pages were accessible through a central hub, offering a seamless journey to explore content related to recipes, entertaining, quick and easy meals, ham, kids activities, cocktail recipes, and wine gifting.
EMAIL Asset designs
Released in week 19 was two emails customized for our own brand, catering to both meat lovers and vegetarians.
Launch Solus was released in week 20 with four emails catering for family meat lovers, family vegetarians, other meat lovers, other vegetarians.
Nearly There Solus was released in week 25 with four emails catering for family meat lovers, family vegetarians, other meat lovers, other vegetarians.
Batched emails were released in week 26 with four emails customized for ham, lamb, desserts, and drinks.
Content In Grid & Content In Grid Carousels
Thin Banners (Web & Mobile)
KEY LEARNINGS
Throughout the project, I gained several key learnings. Adapting to established in-store POS creative styles for digital channels presented it’s own challenges as the creative was already set. Overcoming photography-related challenges, including cropping, lack of image variety, and delayed delivery of imagery was a continuous process and set me back however I adapted and re-sourced new images plus prepared the assets to the best of my ability without the imagery. Adapted assets to be accessible by adjusting the typography style & size, editing imagery, and implementing new asset sizes when needed so I could clearly convey what’s being communicated to customers. Leading the digital design for a large-scale campaign enhanced my design skills, efficiency, campaign process and stakeholder collaboration. Embracing the ups and downs of the campaign process, evolving as a team, accumulating valuable insights, and improving on the ways of working for future campaigns was an important part of the journey.
