Photobox email campaign
COMMISSIONED CONCEPT PITCH
Photobox are an online photo printing retailer operating across Europe, offering personalised photographic gifts. The team wanted to increase sales and grow market share by attracting a younger, mostly female demographic. They needed to do so without alienating their existing customers.
One goal was to reduce the number of steps to purchase and improve the user experience along the way. In addition they wanted to get a clear picture of the competitive landscape and to improve their online user experience.
Research
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Target users - busy modern women, aged between 20-25, looking for a balance in life and prioritising relationships. Their need is to form relationships whilst having fun. They seek out products that feel unique with a personal touch.
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I audited Photobox's digital collateral - focussing on the company's website and instagram presence, to establish what was working well, and where improvements could be made.
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I completed a benchmarking exercise with major competitors as well as brands that appeal to the target demographic.
Campaign concept
The campaign's headline 'Give Unique' is a warm call to action intended to inspire the giving of unique personalised products through a series of relatable, fun vibrant stories. The ‘givers’ convey they lead fun, dynamic lifestyles, are creative and prioritise relationships.
The campaign urges viewers to Live, Love and Give uniquely. Three stories run under an umbrella campaign - driving traffic to the e-commerce site, which reflects the new campaign and had a design refresh. Stories are delivered through a series of emails, Instagram stories and feeds.
Email Campaign Story #1
This email campaign tells the story of a group of twenty-something friends enjoy an amazing weekend away at a festival. Their memories are captured through the photobook gift.
The tone of voice is warm and playful and speaks directly to the reader. The call to action is prominent and incentive discount clear.
Email Campaign Story #2
The second story tells of a girls hiking weekend away. Their memories are captured through the photobook gift.
The UI follows a similar pattern to story #1, using a striking vibrant colour palette.
Email Campaign Story #3
The third campaign story involves a paid partnership with influencers Esther and Jacob, who run travel lifestyle blog localadventurer.com.
The couple’s passion for discovery and adventure resonates with the target demographic’s desire for new and unique experiences.
The inspiring photography culminates with a stunning photobook.
The tone of voice is warm and playful and speaks directly to the reader. The call to action is prominent and incentive discount clear.