Clip a Sale
Black Friday/Cyber Monday Web.com Campaign
Catch the vibes of shopping madness with our fresh project. We worked on a daring and catchy design concept for the Black Friday marketing campaign on website, domain, and small business sales. Let us give you a brief introduction to the creative outcome.
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Role: Art Direction & Designer
Overview
The primary task behind this case was to develop a set of graphic items that are consistent and flexible to be used for both online and offline promotional goals. So, the project scope required thinking from the perspective of illustration approach, graphic design, web design, and advertising items.
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The design approach is based upon the playful and vibrant illustration style, with rough details and bold color combinations. The campaign is aimed at the young adult audience, so the artistic style is daring and trendy, using vibrant shades, catchy details, and bold characters. This is the process and approach we took to devleloping these graphics
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The Marketing developed a creative or campaign brief, based off the SMART goals they set. Once we understand the goals they are trying to set and measure, we moved to the kickoff.
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A kickoff is setup between creative and marketing. We go over the goals designated for this campaign, and for this one specifically, the types of sales we are offering customers.
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Once kicked off, and we have the goal in hand we moved to step 1.
This typically involves establishing goals and objectives along with some market research. That may involve social listening, talking to customers, analyzing audience data, etc. Then came the brainstorming, experimentation and analysis loop. -
Brand guidelines aren’t there to stop marketers from being creative. They’re there to create a cohesive voice and tone. If anything, brand guidelines can help focus creativity. With this campaign, we leaned into the fun vibrant branding.
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We created 3 concepts for this Black Friday campaign:
1. The 90s
2. Cutouts
3. Webbersize
We moved forward with "Clip a Sale" cutout idea, we added in cutouts of happy customers to give it the effect of a clipped coupon. Everyone has been to the store, found a coupon for their products, and knows the feeling of being satisfied they would be saving money. We wanted the customer to feel the astigma of clipping a coupon for their online purchase.
Social banners drive to the updated landing pages that we designed custom target heros for. Each product sale, had its own designated hero.
This e-mail will be sent both new and existing customers to offer them products 25% off. Sale ran for website builder, security, domain, and more.
The week of Black Friday, and the following Cyber Monday, we ran a sales banner across the whole storefront, and also within the customers account manager.
And here’s how the style and set of graphics were stretched on the bunch of printed marketing stuff, such as posters and stickers, to strengthen promotion efforts and increase the number of touchpoints with potential customers.
RESULTS
• 100% increase in targeted time spent on site
• More than 21k visitors
• Increase of 10% sales across products