Tech21 Christmas
Campaign 2023

Data Analysis | Brand and Design Framework | Post Production | Email Marketing | Information Architecture | Landing Pages | Presentation

Opportunity:

Christmas is the biggest seasonal campaign for Tech21. It not only offers a significant window for product sales but also serves as a prime opportunity to enhance brand awareness. Leveraging this festive season, we can strategically showcase our products while effectively amplifying our brand presence.

Objective:

Our vision encompasses the development of a comprehensive campaign, strategically reaching our target audience through diverse channels. The brief underlines the importance of a cohesive framework, evoking a premium, editorial aesthetic to resonate with our audience.

Challenge
To boost sales and increase brand awareness, develop a cohesive and high-end campaign.

Client
Tech 21's Channels:
Website | Emails
Affiliate Marketing
Social Media

Team
Creative Design Lead
Content Manager
Photographer
Creative Designer
Web team

Timeline
End-to-end process:
The project took around 3 weeks to be completed.

My Role: As a UX | Digital and Graphic Designer with a pivotal role in project management, I've been engaged in phases of planning and production, ensuring seamless execution from inception to delivery. My responsibilities included overseeing branding development, post-production, and designing impactful landing pages. Throughout the process, I meticulously analysed data to drive continuous improvement initiatives. Additionally, I led and supervised the digital designer and liaised with the web team, ensuring an effective execution of our vision. Moreover, I spearheaded an internal presentation to cultivate a collaborative culture and educate the company on the intricacies of campaign planning and production processes undertaken by our creative studio and web team.

Creative Framework

Our team initiated the process with collaborative brainstorming sessions between content and creative teams to generate innovative ideas. We meticulously crafted a captivating campaign, emphasizing concept, compelling copy, and impactful messaging across all channels. This year, our chosen theme revolves around the art of gifting, highlighting our impact protection and the underlying science through our tagline.

Photoshoot: The Plan

We meticulously planned the visual aesthetics, orchestrated the photo shoot, and established the creative direction. The campaign centers on two key focuses: a product-centric shoot displaying premium, editorial, and sleek aesthetics, and a lifestyle shoot narrating our customers' stories within a festive ambience.

Empathise: Defining Personas

Through extensive consumer research and analysis, we've gained valuable insights into our customer base. Armed with this knowledge, we've delved into the creation of personas. Understanding our customers intimately is pivotal to establishing relatability and effectively matching them with the most suitable products.

Our dedicated marketing team has meticulously identified and crafted personas to streamline the shopping experience, ensuring it is both effortless and intuitive for our customers:

•The Parent
•The Adventurer
•The Eco-Friendly
•The Techie
•The Trendsetter
•Stocking Fillers  

Post-Production

When images arrive at the studio, we dedicate time to curating the finest selection of angles and compositions that truly embody each product and persona. Subsequently, we proceed with meticulous photo editing and color grading, enhancing backgrounds and ensuring these images radiate vibrance, ready to be showcased across our channels.

Here are a few examples:

Our Hero image featuring the Homepage presents a diverse array of products, perfectly encapsulating the gifting concept with a strong focus on product presentation.

Christmas Landing Page Analytics:

We've thoroughly analysed metrics and data from the previous year to inform our design decisions and optimise the customer journey. The insights reveal a significant bounce rate on both mobile and desktop platforms. Furthermore, they indicate that the majority of customers are drawn to the top of the page, with a tendency to click directly into iPhone pages.

The data suggests that there was minimal interest in the top banner and highlights the necessity for a more visually appealing and relatable banner as well as direct information with a clear call to action. Additionally, it indicates that users are uncertain about where to click and fail to perceive the content further down the page.

By interpreting this information, I have identified the following opportunities and action steps to improve the new Landing page:

• Introduce an order-by strip to convey urgency and provide delivery dates.
• Optimise the space above the fold.
• Utilise minimal copy, prioritising visual content with bespoke imagery.
• Simplify content above the fold to eliminate scrolling; this involves reducing the size of hero banners and copy
• Incorporate hero products with integrated titles and CTAs within images for a more editorial feel.
• Ensure clear signposting of offers, particularly with the screen protector
• Place "Shop by Range" at the top for easy navigation for customers.
• Streamline descriptions and integrate tiles for personas.
• Ensure that CTAs are cohesive with the new style of the Homepage.

Wireframes

After meticulously addressing the issues identified through comprehensive research and metric analysis, I have successfully implemented enhancements across both mobile and desktop versions. Below, you'll find wireframes that translate these improvements into a more cohesive design, resulting in an enhanced user experience and ultimately delivering a superior shopping journey.

Costumer Journey 

Below, you'll find the customer journey flow upon landing on our website. The hero banner serves as the gateway to the landing page, while subsequent blocks seamlessly guide customers towards bespoke Product listing pages specifically curated to reflect the products highlighted.

Costumer Journey Channels:

1. Social Media

Bringing brand awareness through social media channels organically and artificially.

2. Email Marketing

Educate new consumers and improve Brand awareness and credibility as the Brand evolves.

3. Blogs/Affiliate Marketing

Featured on several websites and e-magazines, the campaign had a wider reach.

4. Landing Pages

Ensure look and feel consistency for brand credibility providing a seamless shopping experience.

Email Marketing

We've executed strategic email marketing initiatives, tailoring our approach to target individuals based on their preferences or demographics, and leveraging available information. This email marketing campaign successfully drove traffic to our website, resulting in a notable increase in conversion rates by 2%.

Internal Presentation

To wrap up our successful Christmas campaign, I presented its journey at our monthly Town Hall to the whole company, highlighting our collaborative spirit.

 The presentation had two goals: demystifying the campaign process and emphasise each department's vital role. By exploring creative planning, photography, post-production, data analysis, and design, I aimed to show how our collective efforts lead to success.

To boost team confidence, I showcased our shared journey, acknowledging each member's contribution. This wasn't just about recognising individuals but highlighting the synergy when diverse talents unite.

Leading a team, to me, means inspiring others to see the bigger picture. During the presentation, I emphasised the symbiotic relationship between departments, illustrating how their collective work forms the backbone of our creative endeavours.

In essence, the presentation wasn't just about design and marketing prowess; it testified to a collaborative spirit empowering every team member and instilling pride in our achievements.

This experience reflects my commitment to transforming projects into collaborative journeys, where each team member shines. Through this approach, I continue to shape impactful, innovative, and harmonious work environments.