12-days-of-gifting-header

SKETCH | PRINCIPLE

12 Days of Gifting @ Drop

Celebrating the holidays by "giving the gift of no re-gifts"  


OVERVIEW

12 Days of Gifting was a marketing campaign at Drop in 2018 to celebrate the holidays and to encourage users to use the Drop platform for their gift-giving needs.

ROLE

I worked with the other design intern, Gladys Ng and the marketing team on creating a common visual language and design theme for this marketing campaign. I created email banners, in-app feature banners and instagram stories.

OUTCOME

The campaign is currently running. Thus there are no metrics yet available yet. You can view the Instagram posts here. 

WHAT IS 12 DAYS OF GIFTING?

For 12 days leading up to December 25th, 2018, Drop promoted one brand per day on its platform. We positioned ourselves as the destination space in buying the “best” gifts for everyone's Christmas gifting lists.

For this campaign, visual and graphic design support was required, in order to push the initiative out. This included email creatives, in-app banners and social media assets.

THEME

We decided to use a subdued red as the main colour of the campaign to capture the feeling of the holidays. The headline is in a dark maroon to provide enough contrast for legibility.

Background: #9D0715
Headline:
 Tiempos Headline Bold - #3E0005
Subheadline: Sailec Bold - #FFFFFF

Red-coloured products were chosen to fit with the theme. Where red was not available, gold, silver and copper items were used.

Inclusive imagery such as snowflakes, stars and simple ornaments were used to promote the holiday spirit while appealing to a wide audience of different beliefs.

12-days-of-gifting-collections-theme

FEATURED COLLECTION BANNERS

Four gift guides were created to help users find their perfect gifts: for work (your coworkers, your boss), for her, for him and stocking stuffers.

These gift guide banners below were shown on the Drop app.

12-days-of-gifting-collections

FEATURED BRAND BANNERS

We had to work with imagery from many large brands such as Nike, Under Armour, Sephora, Macy's and more in our in-app featured banners. A total of 24 banners were created; 12 brands for Canada and 12 brands for the United States.

For each brand, we had to ensure that it captured their products/services well. Many different versions of each brand banner were sent for approval.

The final banners for US stores (along with corresponding days) are shown below.

12-days-of-gifting-collections-brand-banners – US

KICK-OFF EMAIL

A kick off email was sent out on the first day and it included a general banner and a sneakpeak at the 12 brands!

Canadian Email and Brands:

12-days-of-gifting-collections-email

HOLIDAY CONTESTS

Along with brand promotion, there were also 4 contests run over 4 days during this time to build up hype and excitement for the holidays. For 100 points, a user can obtain 1 entry in these contests. Winners were announced at the end of each day.

Shown below are assets for 2 of the 4 contests that we ran.

12-days-of-gifting-collections-contest

INSTAGRAM POSTS

12 Instagram posts based on the 12 days of gifting were also created. 

12-days-of-gifting-collections-instagram

REFLECTION

This was my first major graphic design task in the workplace. I learned a lot about how to make a consistent design language, how to create designs that speak to an audience and how to create assets that are on brand.

This was a great opportunity to help improve my designer's eye and help me improve my graphic design skills.

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