ROCKWEAR | eDM MARKETING DECEMBER 2018
CATEGORIES: PROMOTIONAL | DIGITAL MARKETING
CONTRIBUTION: CONCEPTING
CONTRIBUTION: CONCEPTING
EDM 1 | THE ENERGY OF WHITE STYLE EDIT
For this brief, I reviewed a range of competitors to see how they were treating single-colour edits and product range launches.
Sourcing eDMS from brands such as Nike, Beyond Yoga, Nimble and Dharma Bums, I was able to gather creative ideas around developing a clear and concise layout style, with a focus on an image suite that has similar tones and colours.
Sourcing eDMS from brands such as Nike, Beyond Yoga, Nimble and Dharma Bums, I was able to gather creative ideas around developing a clear and concise layout style, with a focus on an image suite that has similar tones and colours.
The result was a simple editorial layout, that lent itself to eDM edits of larger international brands, while still retaining the simple block style already used by the Rockwear brand.
As the brief required highlighting specific product types (tops and tanks, tights, sports bras and accessories) consideration was given into ‘hero-ing’ one image from each category.
The colour palette was kept to relatively monochromatic, using a subtle white marble texture in the background to add texture and symbolise strength.
The brand fonts were matched and used throughout, and the vibrant brand teal was used sparingly as a hairline around the click-through buttons for each product type highlight. These design considerations were added, to increase the link to between the fresh, editorial style to Rockwear’s existing branded eDM style.
EDM 2 | $10K PRIZE POOL COMPETITION PRE- AND POST-PURCHASE MAILER
When reading through the requirements, I understood this brief required design at two stages of the customer journey;
1. a pre-purchase awareness eDM should be developed for existing mailing list subscribers.
2. a post-purchase entry confirmation mailer should be prepared for when a customer meets the criteria in entering the competition.
For Stage 1 - a simple awareness piece was created to be sent to existing mailing list subscribers, letting them know of the competition, the basic details and a ‘call-to-action’ to drive them to the online store to make a purchase. Any relation to Christmas was kept minimal, using wrapping materials to convey the idea of gifting visually. Copy was considered and added above the ‘WIN’ messaging, further alluding to giving Rockwear as a Christmas gift.
For Stage 2 - a post-purchase mailer was developed, where the person’s name would be the only variable copy within the email (using <First Name> tag or similar). The hero imagery would be taken from the pre-purchase eDM and repurposed to suit the confirmation message. For this presentation and demonstration purposes only, I’ve assumed the customers who’ve not pre-subscribed prior to their purchase have selected the newsletter sign-up tick-box when going through the online checkout process.
