Delivered over 800 digital assets for a high-performing Christmas campaign

Company:

Countdown (now Woolworths NZ)

Role:

Digital Designer

Year:

2022

Skills:

  • Asset Creation

  • Website Design

  • Email Design

  • E-Commerce

Tools:

  • Figma

  • Photoshop

  • Miro

  • Jira

Brief

The primary objective of the Countdown Christmas campaign was to bring Christmas to life for the everyday Kiwi through the celebration of food using amazing shots of the best Christmas meals. This would be brought to life in our media, digital, and in-store channels. The business goal was to sell seasonal products through support sales and perceptions of Own Brand Products.

In support of the campaign, my scope of work encompassed being the lead designer to create digital assets & mock-ups for 8 Landing Pages, Homepage Header Banner, Content In Grid, Article Tiles, and 14 Emails that were tailored for four customer groups.

Throughout the project, I worked closely with the content manager from briefing through to asset delivery. I also collaborated closely with a copywriter to ensure compelling copy for digital assets, landing pages, and emails. Additionally, I partnered with two UX Designers, one focusing on website channels and the other on email channels, to bring wireframes to life with well-researched design assets and layouts.

Process

  1. Briefings from the content manager, marketing lead, and UX designers

  2. Inspiration gathering

  3. Conducting competitive analysis

  4. Asset creation 

  5. Review by content manager & marketing lead

  6. Iterations + asset and mock-up creation

  7. Final reviews and approvals from the marketing team

  8. Last-minute refinements

  9. Asset export and delivery to the content manager

  10. Thoroughly reviewing landing pages and emails before going live

Conclusion & results

As a result, this project generated exceptional results, which increased from the previous year. The imagery successfully brought to life the festive food and celebrations of Kiwis, complemented with bold typography to convey a powerful message. I designed a cohesive campaign seamlessly connecting web, app, and email channels with the in-store POS. Throughout the project, I designed and delivered over 800 assets, with the 8 landing pages receiving over 120,000 page views and an average visit duration of 35 seconds. These efforts contributed significantly to a remarkable e-commerce revenue of $15.64 million.

Website asset designs & landing pages

I designed assets for eight landing pages, each dedicated to specific themes and tailored to different audiences, to gain inspiration. These pages were accessible through a central hub, offering a seamless journey to explore content related to recipes, entertaining, quick and easy meals, ham, kids activities, cocktail recipes, and wine gifting.

I designed assets for four email types: Own Brand, Launch Solus, Nearly There Solus and Batched. Released across weeks 19, 20, 25 and 26, each email was tailored to different audience segments including families, dietary preferences and seasonal food themes.

Email asset designs

Content In Grid & Content In Grid Carousels
Thin Banners (Web & Mobile)
Email hero Banners

Key learnings

Throughout the project, I gained several key learnings. Adapting to established in-store POS creative styles for digital channels presented its challenges, as the creative was already set. Overcoming photography-related challenges, including cropping, lack of image variety, and delayed delivery of imagery, was a continuous process and set me back; however, I adapted and re-sourced new images, plus prepared the assets to the best of my ability without the imagery. Adapted assets to be accessible by adjusting the typography style & size, editing imagery, and implementing new asset sizes when needed, so I could convey what’s being communicated to customers.

Leading the digital design for a large-scale campaign enhanced my design skills, efficiency, campaign process and stakeholder collaboration. Embracing the ups and downs of the campaign process, evolving as a team, accumulating valuable insights, and improving on the ways of working for future campaigns was an important part of the journey.