Portfolio | Lights4Fun Christmas Campaign

Lights4Fun are an online retailer for lights. During the festive season, they wanted to launch a fun mobile-responsive email campaign that would help increase sales and provide potential offers to their clientele.

Conceptualize

After a discussion with my team, we decided to go with my idea of an advent calendar route disguised as a card collecting campaign, where recipients had to open each individual campaign to collect the card on the mantle and see the offer of the day for a duration of 7 days.

I went ahead to start wireframing and sketching out the design to seek the best way for us to build this email within the dotdigital Engagement Cloud platform constraints. I came up with the idea to have the collected cards hanging above the mantel where empty spaces need to be filled. This gave the subscriber an understanding in what they needed to do.

Each email would look the same with only the product and offer information changing per campaign. This allowed us to make quick updates should the product offer need to change due to low stock within a 24 hour turnaround.

Wireframe and Sketches

Many sketches and wireframes were created to plan the layout of the email campaign and how we could fit the code for the automation for each card. The email needed to also be mobile optimized, so each card hanging on the mantel required it’s own cell in order for the automation datafields to work. Each iteration was ran through with the client so that they were aware and happy with the outcome. A prototype of the email and process was also created to test the campaign and make sure the code worked well.

Surprise Offer

The client wanted a way to thank their subscribers participating in the event. Once all campaigns were opened and the cards were collected, the recipient would receive a bonus offer of a voucher code at the end of the series. Should a recipient have missed an email, their card display would have a missing card slot on the mantle; they could use this to figure which email they needed to open to receive their prize. This helped boost more sales overall and was a nice bonus for completing the event.

A mix of dynamic data and complex automation was used to create this campaign series.