Aerie Holiday 2021
The objective of our holiday campaign was to make customers aware that we are a gifting destination. Through customer research, we had become aware that our customers were buying for themselves only, rather than buying for themselves and their family and friends.
In order to create a solution for this, we (marketing team) partnered with the merchant teams, insights team, and visual merchandising team to highlight the most gift-able product: loungewear, PJs and activewear. In partnering with these teams, a “top 10 gifts” list was created in addition to an online quiz which helped customers choose the best gifts based on their answers.
In stores, we chose the most festive imagery and also created signage with QR codes linking customers to our online gift guide and quiz.
My part in the campaign: I partnered with teams listed above in addition to the copy team and my creative director to create concept presentations that included photoshoot swipe and campaign design treatments. I also worked closely with the visual merchandising team to help brainstorm store propping that would help elevate the marketing imagery. During the process, I also created mockups of store marketing and window displays with various photoshoot swipe and prop options. Once we receive approval from key stakeholders, I then carried the campaign through to our flagship stores throughout the US.
Below is the final in store marketing and how it carried through to our online gift guide.
Festive imagery and propping in the window marketing. I assisted in providing photo shoot swipe for the image as well as teamed with the visual merchandising team to decide on props that would help enhance the imagery.
Assisted in overall prop direction and worked with copy team to create fun callouts to key product / gifts in the window. The QR code at the bottom linked to our "top 10 gifs" landing page on the website.
Chose upper marketing imagery and this wall features a banner with a QR code that directed customers to our "top 10 gifts" landing page on the website. There were several other banners throughout the store, including on tables.
Online gift guide that the web team created that the print marketing drove traffic to. It features the "top 10 gifts" and focused heavily on gifting throughout.