Big Winter Energy
Why endure the cold when you can embrace it?
The challenge
To build an integrated campaign that highlights how Shipt can save you time this Winter so you can celebrate Black History Month, enjoy a Super Bowl party, treat your loved ones on Valentine’s Day, and settle back in to focus on health and wellness goals.
The solution
A data-driven campaign that stands out in the Winter landscape of marketing during that time of year with art direction that aligns with our Shipt spark. This campaign tackles all omni channels of paid awareness, performance media, social, email, and merchandising.
Shipt’s Winter Campaign
Art Direction
Marketing Collateral
Web UI/UX Design
Brand Identity
Role
Art Director & Designer
Year
2022–2023
Art direction
Bringing in that bright winter light, accompanied by iridescent accents and refraction make up the main ingredients of Big Winter Energy. This fresh and bold direction helps us stand out and create thumb-stopping moments across all the creative. All photography was done in-house which is incredible! I had a hand in modeling, styling, and leading our tier 2 photoshoot which involves our retailer-specific hero banners that live on our merchandise landing pages.
Merchandise landing pages
We have retailer-specific landing pages that can help with pantry stock-up, seasonal favorites, Super Bowl parties, and Valentine’s gifts. Data helped drive the creative as we planned our shoots to fulfill the needs of our retailers during specific moments of the season. Specifically, with our Tier 2 photography (retailer hero banners), I directed our shots to include iridescent products that refract and reflect on creating a color story that ties back into our larger winter concept.
Behind the scenes
Here’s a peek at all the fun things that went on during set! I had a blast being part of this huge body of work and seeing our sketches come to life.
The results
The campaign brought in 433M+ impressions from our awareness paid media, specifically in our video formats. Merchandise landing pages brought in +22% average order volume, specifically our Valentine’s Day page was a +325% lift in sales. We were able to streamline our creative process and see what worked for us. With a very tight pre-production deck and being intentional about the way we fulfill stakeholder needs, we were able to have a big payoff!
Team
Alison Blackwell, Lead Copy Direction
Ayaka Robinson, Retoucher
Erin Furey, Creative Direction
Jason Merritt, Designer
Joe Starosta, Art Director & Designer
Kendall Michael, Project Management
Mack Tompkins, Photographer
Matthew Cichra, Lead Art Director & Designer
Nancy Hu, Art Director & Designer
Reed Strength, Copy Direction