For our Sixth Birthday campaign, we wanted to recreate the really successful parts from our fifth birthday campaign in fresh colours and explore new ideas within our theme. We started with six brands at up to 30% off, plus an extra deal on KIDLY Label at the weekend. This campaign was really collaborative from start to finish, with the whole team looking for inspiration and putting colours & prints together, contributing to art direction and helping with styling on the shoots. The Junior Designer & I designed Birthday content for all of our platforms – emails, organic social posts (above), social & affiliate adverts and website assets.
We recreated the hero image from our 5th Birthday campaign, but making it stronger with more confetti, a gingham background and a birthday-themed headband that we sold on the site.
Our 6th Birthday super shop. A simple but fun banner, elevated with the campaign colours and article imagery.
During this year's Birthday Week we ran five emails instead of our usual weekly three. I asked our Junior Designer to work on two of these (one to promote our Facebook community and the other for our founder's letter using templates I created previously), so I'm sharing the three that I designed: the launch, the #Friday5 takeover and the final reminder.
6th Birthday launch e-mail – introducing the deals and our charity partner.
Our weekly #Friday5 email became the #Friday6 for our Birthday Takeover, where we gave customers a closer look at our deals, launched a giveaway on social, and promoted our new Facebook community.
Our final reminder email for customers to shop our promotion. We wanted to go really bold with the header, so we created this animation of a cake being eaten to signify the last chance. In the body of the email we pulled out products from each deal, choosing colours that would coordinate well together visually and get a great conversion rate.
Social and affiliates ads were active throughout the week-long campaign, where we tested how different imagery and messaging resonates with our audience.
