Back to school
Art Direction | Design Lead
Team:
Creative Director: Beth Peña
Art Director: Erica McCarthy
Photographer: Nathan Sales
Objective: Create a back-to-school campaign to effectively support the gift-with-purchase (GWP) promotion while establishing a cohesive look and feel that can evolve and adapt for future back-to-school initiatives.
Approach: Audited previous back-to-school campaigns and mapped user flows to identify key initiatives and gaps. With those insights, we created a cohesive visual identity by using the brand's core red color and school-themed props to spark enthusiasm for the season
Impact: GWP promo ran from 8/22-8/26, and yielded the following results
Email/SMS: +11.7K Emails / +1.4k SMS
DTC: Total Sales $39,203 (+16% vs previous week)
Audited previous back-to-school campaigns and discovered inconsistent imagery usage across various channels and initiatives.
Audit
Created a user flow that identified gaps in the campaign journey and refined it to ensure both general and college audiences are directed back to our DTC page.
User Flow
