In my role as Lead Marketing Designer, alongside the help of my team, we were adapting and developing the upper funnel brand campaigns to hold better relevance (and therefore better performance) in their digital placements and channels.
Working internally to educate relevant stakeholders on creative best practices across digital, developing our CI to fit to the channels’ needs and requirements.
role
Leading the project and ideation with the team, creative oversight through discovery process through implementation.
THE TEAM:
Design: Anika Haase, Blanca Vollibolus.
Creative director: Teresa Jimenez
Display placements
Our current design system cover all digital assets for the campaigns,
however hardly made any differentiation between the offline and online placements, apart from the CTA.
For programmatic display ads we wanted to make sure we meet the user with a clearer message and visual;
to both convey the campaign look and feel, but also focus on Zalando’s KPIs.
Current banners were purely emotional-message led, they held the campaign claim (slogan), without any additional explanation or clarification to what is being promoted.
Based on our original design system we suggested limiting the brand image size and incorporating the product SKUs from the image, based on our DX and corresponding campaign landing page with the products.
Combined with a collared background to help separate the banner with its surroundings, This will allow us to be more performance focused and hopefully drive more conversions.
Sale Campaigns
Sale campaigns were mostly handled like upper funnel campaigns, with an additional red coloured banners as indication for the discounts.
The aim of the new sales visual strategy is to rebrand our current onsite/offsite sales campaign design, allowing Zalando to move towards a more mature sales design language which will broaden communication possibilities across placements during sales periods, switching from the current use of red as the main lever to activate customers through clearer discount communication and a distinctive model based image language.
HTML ADS
We have created and optimised our programmatic placements for the first time using HTMLs, created in house;
Allowing more motifs to be presented in one placement
Creating engaging placements such as parallax to grab user’s attention
Focus on collections rather than the emotional claim