Melton E. Castro | Digital + Print Art Director
Melton E. Castro | Digital + Print Art Director
My team has been continually working on rush promotions after rush promotions with very little time to conceptualize. I created the visualization for the rapid, upcoming Holiday promotions. Strategically planning out how the promotions would look and animate. To cut more time off, I presented to our leadership and received prior approval. This enabled my designers to execute these rapid-fire promotions, usually entailing 35 to 45 assets for each. At this point, we were only a week and a half ahead of each launch date, and creating efficiencies was key to meeting our very tight deadlines and very aggressive sales goals.
This is an annual 3-day promotion ending on the actual Singles Day on 11/11. I created the title lock up as well as the animating calendar date showing the three days of the promotion. This was implemented to help the customers understand when Singles Day was, visually and letting them know that it was starting on 11/9, giving customers not just one day, but three days to take advantage of this special promotion, which our customers have responded positively.
Taking learnings from the previous holiday season, our 2 exclusive Black Friday kits has sold out and had received such a response that we quadrupled this year’s quantities. Despite the dramatic increase, we still sold out. The animation helped create visual interest and excitement
Our customers love this promotion and it only happens once a year, Holiday! With this animation, I wanted to show that customers can stock up plus for loyalty members they get 2x Clean Crew points. This will excite people to join our loyalty program seeing that there are special perks especially when they are shopping for holiday gifts, they get something as well.
This is our largest sitewide sale of the year and people look forward to this day. Learning from last year to start a day early and keep it going till Sunday, will capture the big spenders and bulk gift buyers. To make this visual special, I leveraged the metallic copper background to create a unique look for our site hero, still in our brand colors (copper) but never really used as a full metallic copper. Showcasing our core hero products, animating in an isolated and lux visual, provided an elevated feel to the promotion as well as the brand.
The 30% off promotion would continue till Cyber Monday and then surprise customers again by continuing this for another week but with the extra incentive of our most sought-after GWP: the MEGA BAG. I visually connected the metallic background from the Black Friday promotion to persist in these site hero graphics. Showcasing the Mega Bag and animating the products going in and out of our popular pink makeup bag to generate more excitement.