Omnichannel campaign for Vessi
Vessi sells waterproof footwear and accessories made for all-weather adventures. The brand is minimalist, fresh, and casual while the brand voice is approachable, friendly, and witty.
Part 1 - Emails
The campaign included a three-email sequence. An opt-out message, a campaign launch, and a gift card purchase push.
Opt-Out Message
Objective: We wanted to give customers the option to not receive Father’s Day messaging without missing out on future brand updates.
Process: The copy was simple and to the point. It was not about selling or promoting but about human connection and kindness. A similar email was sent out during Mother’s Day with great reception.
Subject line: Father’s Day is coming
Preview: Open to opt-out
Campaign Launch
Objective: To promote select hero products for the brand’s Father’s Day 2022 campaign.
Process: The theme for this campaign was nostalgia. Inspired by several team members’ own relationships with their father figures, I wanted to weave in use cases for personalization purposes. This was done both on the GIF header (showcasing each “type” of dad) and the main body copy (evoking emotions by mentioning things they used to do with dad when younger).
A/B Testing: Two subject lines were tested to find the best-performing option. Option A performed best with a 35.1% open rate and $4.16K in revenue. Option B had a 29.9% open rate with $1.68K in revenue.
Subject line A - This One’s For Dad 👨
Subject line B - Not Your Average Dad Shoe 👟
Preview line - Shop the Father’s Day gift guide
Gift Card Purchase Push
Objective: To promote gift card purchases for last-minute shoppers.
Process: The main message was to play off existing dad stereotypes to build a connection with the reader. I aimed to help customers find a solution to the common problem of leaving gift shopping to the last minute, and not knowing what to get someone. Revenue for this send was $1.59k.
Subject line: Let dad decide his perfect gift
Preview: Last-minute gift card for last-minute shoppers
Part 2 - Web
For the web portion of the campaign, we created a Home Page Hero, Landing Page, and Opt-Out Landing Page.
Home Page Hero
Target customer: The Home Page was designed specifically for leads landing on the website without knowledge of the campaign.
Process: Given the somewhat limited space to work with, we wanted to give the reader a quick overview of the campaign pieces.
A highlight of the hero products matched with a header that matched each “type of father” with the kind of customer who normally purchased that shoe style.
By working with the graphic team we were also able to select visual aids to support the nostalgic vibe we were going for (old-school pics of employees with their father figures).
Part 3 - Paid Ads
For the paid ads portion of the campaign, we created a variety of Facebook ads to go along with the overarching father figure and nostalgia messaging.
Objective: Attract warm leads for awareness-based consumers.
Process: The CTA took leads to the campaign Landing Page. So, within the ad, we focused on value propositions, and some storytelling hooks to showcase product benefits.
Once on the Landing Page, customers were able to appreciate more expansive versions of the campaign.
