It’s a wrap.
Take 5, while we deliver this holiday
The challenge
To build an integrated campaign that speaks to our community’s seasonal mindset, be culturally relevant, and undeniably Shipt.
The solution
An indulgent campaign that shows Shipt is behind the scene to make sure you can wrap up your holiday moments like a sneaky gifting success, comfort indulging, or the glow of a decorating job well done. All ending it all with sigh of relief that Shipt is here to deliver.
Shipt’s Holiday Campaign
Art Direction
Marketing Collateral
Web UI/UX Design
Brand Identity
Illustration
Role
Lead Illustrator & Designer
Year
2022
Art direction + Illustration
I focused on creating geometric and modular holiday illustrations that focused on the feeling of joyful relief that ran across a wide gamut of creative. The holiday elements are tied to that joyful relief at the end whether it's lighting a candle, topping off champagne for New Year’s Eve, or even topping off some whipped cream on that last slice of pumpkin pie. I wanted them to be a minimal style that could push the boundaries of our brand and grow our brand color palette. It was super exciting to have my designs used for wrapping paper!
Merchandise landing pages
I worked on supporting our retailers by creating pages for them that focused on grocery, gifting, wellness and other categories that help people build their carts during the holidays.
The results
Social content from Kristen Bell and Lindsey Stirling drove brand awareness, both posts saw 704K impressions and 17K engagements. Shipt broke through holiday noise by utilizing a paid segment with GMA in addition to over 1 billion earned media impressions from the event, this segment got over 32.7 million viewers with 13+ million viewers being through broadcast and 16+ million from social. We had an average Click-to-Open Rate (sends over 1M) of 1.3%. These emails had strong and cohesive branding throughout email with concise and efficient copy. The reader knows exactly what kind of experience they’re getting from inbox to site. Messaging is timely and relevant, speaking directly to the customer’s needs. On our merchandising landing pages, we had Holiday campaign items drive $8.5M in Sales, 780K Orders, and 560K Customers. Overall, this was one of our best campaigns yet.
Collaboration with
Blue Ox Studios
Team
Alex LeCroy, Lead Designer
Alison Blackwell, Copy Direction
Ayaka Robinson, Retoucher
Esme McGlasson, Copy Direction
Krystal Yee, Project Management
Mack Tompkins, Photographer
Matt Kline, Photographer
Michael J. Harris, Creative Direction
Nancy Hu, Lead Illustrator & Designer
Rachel Martin, Copy Direction
Selene Huang, Lead Art Direction
Shirley Jang, Designer