iFIT Memorial Day Promo
iFIT | 2022 | Art Director
As Art Director, I led the development of an engaging Memorial Day campaign to tease iFIT's upcoming National Parks summer challenge and boost subscription revenue. The initiative tackled seasonal engagement dips with dynamic animations, compelling messaging, and a fresh design approach. The campaign integrated a subscription discount with an exciting challenge preview, balancing both elements effectively to capture attention and drive action. This project emphasized collaboration, with iterative brainstorming, concept refinement, and close coordination on animation development to ensure a visually captivating and results-driven campaign.
Creative Director: Anna Fladmark
Art Director: Karli Lundquist
Designers: Allie Sticka
BRIEF
The goal was to create a captivating Memorial Day promotion that teases the upcoming summer challenge, centered on exploring National Parks worldwide. This campaign needed to balance three critical objectives: build excitement for the challenge, drive user engagement during a historically slow season, and increase subscription revenue by integrating a compelling discount offer.
Project Goal
Generate enthusiasm and anticipation for the summer challenge, giving members “something to look forward to” during a period when engagement typically drops due to favorable outdoor weather.
Highlight the Challenge: Showcase the unique and exciting content tied to National Parks to build momentum and interest in upcoming workouts.
Drive Revenue Growth: Leverage the campaign to encourage subscriptions through a timely Memorial Day discount, aligning with business goals while keeping the messaging cohesive.
Pain Points
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Seasonal Decline in Engagement: Summer months see the lowest platform engagement as members shift to outdoor activities. How do we create a compelling reason for them to use their equipment indoors?
Integrating Promotion and Challenge: Balancing the dual goals of hyping the summer challenge while incorporating a sales-driven subscription discount email without losing focus.
Innovating with Animation: While animation historically performs well, how can we create something visually fresh and distinct that sets this campaign apart?
FINAL Outcome
1. Brainstorming and Ideation
As the Art Director, I led the initial brainstorming session using FigJam to bring the team’s creative ideas together. Each team member presented concepts, drawing from National Parks-inspired visuals, seasonal themes, and innovative approaches to animation. I facilitated discussions and encouraged collaboration to ensure we explored diverse ideas. Through a voting process, we refined and aligned on a direction that best captured the project goals.
2. Concept Development
Once a direction was chosen, I guided the team in expanding on the concept. Each designer developed visual approaches based on the brainstorming session’s outcomes. This included mood boards, potential layouts, animation techniques, and brand-aligned visual treatments. The final concept incorporated elements from several ideas, blending creativity with the practicalities of marketing needs.
3. Animation and Execution
Animation was a critical component of this campaign. I collaborated closely with the lead designer to develop an engaging animation strategy, providing feedback on timing, aesthetic coherence, and technical considerations. Together, we ensured the animations were eye-catching yet seamless for digital platforms, driving both performance and user engagement.
4. Copy and Messaging Integration
To unify the visual and textual elements, I worked with copywriters to craft messages that balanced the excitement of the National Parks challenge with the urgency of the Memorial Day promotion. The emails were designed to highlight the benefits of the summer challenge, encouraging members to take advantage of the subscription discount.
Impact
The Memorial Day campaign successfully teased the National Parks summer challenge while driving revenue through the subscription discount. The animated email design was both visually innovative and motivational, resulting in higher engagement compared to previous seasonal campaigns.
Key achievements included:
A fresh visual style that combined adventure-inspired themes with modern design elements.
A dynamic animation that increased click-through rates and user engagement.
A cohesive campaign that effectively balanced sales and anticipation for upcoming content.
By integrating creativity, strategy, and cross-team collaboration, we delivered a campaign that exceeded performance benchmarks and set the stage for a highly anticipated summer challenge
