project /
each quarter, I worked with a designer to help develop the look and feel of our upcoming quarter's style guide. These mini-seasonal campaigns (Winter, Spring, Summer, Fall, Holiday) made Treasure Truck feel timely and present, while allowing us to maximize efficiency.
Thinking of the season holistically versus one-offs also reduces single-request concepting, especially with seasonal marketing placements. In this case, copy benefitted from having a batch of approved headlines that fit the tone of the season, and assigning them to fitting placements as requests came in.
leading the holiday 2018 campaign, our goals were to “go big” for holiday by:
Create an integrated campaign with marketing and pr teams
Build and test for seasonal scalability
Amp up the customer delight
Test seasonal messaging
Share assets with global partners
Acquire new subscribers
design /
visually, The 2018 holiday season style guide puts our creative team into the shoes of elves, making toys and festive cards the old-fashioned way; in an old-school print shop. we chose this direction it lends itself to the hand-crafted feeling of the treasure truck brand, and the thoughtfulness and delight of paper craft.
For the digital experience, we leveraged the seasonal style guide to present a uniquely Treasure Truck, branded holiday campaign across Amazon and our social channels. we used this to entice customers to sign up for and shop Treasure Truck during the holiday season and beyond, and fulfilled Treasure Truck’s value prop of "Making an ordinary day a little bit special" for new and existing customers.
the success of the 2018 style guide and bandwidth restraint led us to use it again in 2019, with refreshed graphics and digital mad libs cards, via instagram stories.
#bonuscontent /
treasure truck was featured on ellen’s 12 days of giveaways in both 2018 and 2019, for which i wrote the prompter scripts read by jon cena, octavia spencer, and ellen herself.