Claire's Project BFF

Social Promotion

 

Claire's came to us to create a digital tool that allows their audience of 8-14 year old girls to design their own best friend (BFF) necklace.  At the end of the contest, Claire’s will choose a grand prize winner's necklace to be produced and sold in stores. Plus, the lucky winner and her BFF will be treated to their own VIP premiere party and necklace unveiling at Claire's.

 

 

How it worked

Project BFF had two main components – a sweepstakes plus a design contest. 

The sweepstakes had a simple entry form that encouraged the user to "like" the Claire's Facebook page. 

The design tool took you step-by-step to choose various design elements like your chain, charms, stones, tags and more. Upon completion, your necklace is submitted to the gallery for crowd-sourced votes. This crowd-sourcing component created an incentive for the user to share her necklace and receive more votes. The necklace with the highest votes could be the grand prize winner!

 

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Goals for the promotion

This multi-tiered promotion was geared toward a number of database-driving goals like 1) Increase Facebook fans, 2) Increase Instagram followers, 3) Increase emails to existing database and 4) Drive sales both in-store and online.

This audience is very connected to their mobile device so we took a mobile-first design approach and included some fun, extra engagement tactics such as unlocking additional charms by following Claire's Instagram and Facebook pages. 

 


Integrated Campaign Social Media Strategy  //  UX  //  UI Design  //  Website Development  //  Naming & Logo Development  //  Email Marketing  //  Custom Illustrations

UX + UI Design Matt Walkley  //  Dev Matt Reed  //  Illustrations Michael Korfhage

Healthier Tennessee

Brand Launch + Online Promotion


 

Unfortunately, Tennessee is one of the worst offenders when it comes to our health. The movement for a Healthier Tennessee is an effort led by Governor Bill Haslam and The Governor's Foundation for Health and Wellness, a non-profit organization dedicated to enabling and encouraging Tennesseans to lead healthier lives. 

 

 

Becoming healthy is often viewed as an overwhelming task that requires drastic changes to both diet and exercise. Based on this insight, we created "Small Starts" which are bite-sized challenges that can, over time, add up to a big change in your overall health. These challenges are both trackable and sharable. 

 

 

To further engagement, we introduced the "Fresh Start Giveaway" where one lucky winner walks away with a total health makeover, complete with a personal training program from the experts at D1 Fitness and all the workout gear needed to make your new healthy lifestyle stick. 

 

 

How it worked

Anyone who entered the Fresh Start Giveaway was entered for both the grand prize and the weekly prize pack drawings. Plus, if you shared any "Small Start" on a social channel, you received an extra entry into the drawings. By sharing your "Small Start," users were more likely to then complete their goal while also attracting new followers to the brand.

Goals for the launch promotion 

1.) Increase awareness for a Healthier Tennessee and Small Starts and 2.) Increase email database through the giveaway. 

 


Integrated Campaign: Sweepstakes Promotion  // Social Media Strategy  //  UX  //  UI Design  //   Development  //  Email Marketing  //  Custom Photography

UI Design Jeremy Mitchell + Lindsey Armstrong + Joshua Hernandez  //  UX + Dev Ryan Dunlap  //  Photography Kris D'Amico

PFAFF

Website Redesign

 

PFAFF is a leader in it's category when it comes to delivering state of the art sewing machines, with excellent product and sewing quality, as well as modern and market-leading machine design. 

They are also focusing their machine interface styling towards a more 'authentically digital' approach to allow the machines themselves to become a piece of art.

Their current site was not communicating this brand vision very well so they came to us to redesign the global PFAFF site to offer a similar and seamless experience to that of the machines themselves.  

 

 

Design style

We took a minimalist design approach that we felt was sleek and timeless with a monochromatic color palette that would allow for the photos to take center stage. Photos are also tightly cropped to draw your eye and evoke drama and allure for both the machines and products as well as the sewing examples. The copy tone is elegant, sharp and straightforward. 

 


Integrated Campaign  Digital Strategy  //  UX  //  UI Design  //  Website Development  //  
Email Marketing

UX Ryan Dunlap  //  UI Design Lead Shelby Rodeffer  //  Design Sarah Bina

Kirkland's Pinning Parlor

Social Promotion

 

We knew that our existing Kirkland's customers already liked sharing tips and pictures of home decor. We also knew that Pinterest was widely used among women from 25-44 years old. So, we built The Pinning Parlor, a microsite full of inspiration, DIY tips and, yes, pinnable images. Besides engaging current customers, this site was geared toward reaching new people throughout the Pinterest world and drawing them to the Kirkland’s brand.

 

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How it worked

One person each week could win a $2K prize pack simply for pinning an image from the microsite. Each pin equals one sweeps entry, which encouraged people to pin multiple items. Entrants were also given in-store coupons after pinning. 

 

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Goals for the promotion

1) Make it as simple as possible for people to enter and  2) Create ways to measure results such as trackable pins, coupon redemption, site visits, repins and more. 

 

 

Results

Having earned 150K pins in just 30 days, the Pinning Parlor more than tripled the industry average.


Awards:

Summit Emerging Media Award Innovator Award for Social Media Integrated Campaign

IMA Impact Award Best Social Media Campaign

Mashies Best Use of Pinterest 

Internet Advertising Award Best Retail Social Media Campaign


Integrated Campaign: Pinterest Promotion //  Social Media Strategy  //  UX  //  UI Design  //  Website Development  //  Naming & Logo Development  //  Email Marketing  //  Custom Photography

Art Direction Katie DeSouza  //  Dev Matt Reed  //  Photography Pupon Saiyasak

Kirkland's Lap of Luxury

Social Promotion

 

For this Kirkland's promotion we teamed up with two partners who shared our customer demographic – SpaFinder and Southern Living - and spread the word about our pamper-filled giveaway through their email, web, and print outlets.

How it worked 

Visitors entered to win a getaway to one of three resort destinations of their choice, along with a gift package of spa-related products from Kirkland's. Participants also got a bonus entry for sharing on Facebook. Everyone who registered received a coupon for their next Kirkland's purchase.

 

 

Goals for the promotion

1) Increase email database, 2) drive trackable revenue and 3) increase engagement on Facebook.

 

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Results

Lap of Luxury reached more than 21 million potential customers – a 634% increase. Sweepstakes entries totaled more than 300K and coupon redemption rate was 11% – our highest to date from a promotion.

Awards 

NAF Gold Addy Winner New Customer Acquisition/Database Growth 


Integrated Campaign Social Promotion  //  UX  //  UI Design  //  Website Development  //  Naming & Logo Development  //  Facebook Integration  //  POP  //  Email Marketing  //  Rich Media Display Ads  //  Integrated Media Strategy

Dev Matt Reed & Pupon Saiyasak

Georgia Pacific

Website Redesign

 

Paper plays a role in every single day of our lives, yet the paper buying process has become overly complicated so Georgia Pacific Papers set out on a mission to simplify this process.

They began with a complete branding overhaul for all their paper packaging. The new packaging differentiated their various paper offerings with jewel-toned colors and a easy-to-understand labeling system for each of the paper specs. 

After this phase of the rebrand was complete, they came to us to redesign the online paper buying experience to achieve a simpler way to choose what type and where to buy your paper.

 

 

We created a very clean site showcasing the new packaging as the hero. Each paper was given a detail page with all the information needed to help you determine if this was indeed the right paper for you. If so, there is a clear way to find the easiest way to buy it, whether that be online or in-store. 

 

 

Goals

1) Simplify the online shopping experience and 2) Increase online engagement.

We ensured every touch point of the site was equally simple and engaging including the "Where to Buy" page which walks you through three easy steps to find your perfect paper.

 


Integrated Campaign  Digital Strategy  //  UX  //  UI Design  //  Website Development  

UX + Dev Ryan Dunlap  //  ACD Josh Cole

TruEmbroidery Software

Packaging + Brand Launch Campaign 

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SVP Worldwide launch of the first complete personal embroidery software for Mac computers. We strategically designed the software branding and packaging, including the use of custom patterns which were then used throughout other branding elements. 

 

 

We created everything from custom photography and software icons, website, print ads, tradeshow exhibitions for the dealer launch, templates for presentations and established brand guidelines. This product launch was the complete package.

 

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Awards

Creativity International Design Award Print and Packaging


Integrated Campaign: Branding //  Packaging  //  UI Design  //  Website Development  //  Print Campaign  //  Logo Development  //  Tradeshow  //  Custom Photography  //  Product Launch Strategy

Art Direction Lindsey Armstrong  //  UI Design Pupon Saiyasak  //  Photography Neely Catignani

UT Future

Broadcast + Print Campaign 

 

I had the pleasure of working on this campaign only a few years after graduating from UT as an advertising major so needless to say this project was a labor of love for me.

For every televised football and basketball game, the respective teams are given placement for a :30 broadcast spot. Having already made a name for itself as a college for athletes, our challenge was to increase awareness of the academic programs the college offers.

These represent two years of executions under the "FUTURE" campaign that consisted of broadcast, print and outdoor.

 

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Campaign: Concept  //  Art Direction  

Copy Joy Sarnacke  //  Art Direction Brian Donnenwirth