Digital Campaign @ Linn Products Ltd.
Roles: Ad Design, Social Asset Design, Responsive Web Design, Development Handover
In 2018 I worked on a summer promotion campaign at Linn Products. To celebrate the company's 45th birthday we ran an offer that allowed existing product owners to trade in their Linn hardware for a 10% discount on any new Linn product. In this project I designed the online journey including the campaign's landing page, digital adverts and social media assets.
The main goal with this campaign was to drive existing Linn product owners to participate in our promotion and buy a new product. My role in this effort required the creation of a seamless, coherent, and compelling digital journey for these customers, leading them across multiple touch points towards booking an in-person demonstration of our products via our online booking form.
Customer Journey
The core online journey included digital adverts, social media posts, a campaign landing page and an online booking page. I initially wireframed these touch points; defining the content, hierarchy and layout in a skeletal outline. This approach allowed for quick iteration of the designs before proceeding with the more time consuming design comps.
A Selection of Wireframes
With the wireframes signed off I proceeded with high-fidelity designs. When I started work on this project the campaign's creative concept had already been produced by a design agency. This existing concept informed the final design of the pages and the other digital assets. In an effort to boost the performance of the landing page I added a countdown timer at the top and bottom of the page. This addition provided users with useful and accurate information regarding the duration of the promotion while also creating a sense of urgency and encouraging users to act sooner rather than later. This feature was inspired by Dr. Robert Cialdini's principle of persuasion; scarcity. I took a data driven approach to defining the content of the landing page. I acquired the sales figures for Linn's products over the years and identified the six most popular, which I then presented in a timeline. In doing so I improved the chance of creating a relevant experience for online visitors. In tandem with the work on the website I produced designs for the campaign's digital adverts and social media assets. I worked closely with our brand manager and the marketing team manager to ensure all of the work was aligned with the company's brand aesthetic and tone of voice.
Final Designs for the Campaign Landing Page
In total I produced digital adverts in 6 different formats, providing four colour variations for each. 7 assets were produced for use on social media by our retail partners and our in-house marketing team. For each of the campaigns web pages I produced designs at four different breakpoints and worked with the development team to refine any layout issues in between these sizes.
Social Media Assets and Digital Adverts Designed for the Campaign
This project saw the production of a large number of digital assets. Designing and reviewing each of these assets took up more time than was expected, time I beleive would have been better spent on other aspects of the project. In part this happend because I didn't properly scope out the work at the start of the project, leading to an under estimation of what I was commiting to. In the end many of the assets weren't used and I realised I could have produced roughly a quarter without negatively effecting the outcome of the campaign. I took this learning with me into later projects at Linn, ensuring to explicitly define what would be produced for future campaigns & limmiting the scope to what was absolutely neccessary. This allowed me to focus on producing higher quality work and avoid spending time on outcomes that wouldn't be utilised
