Sally Beauty Back-to-school
When your concept gets approved sourcing a 1970’s Jeep, you know Neil Young will be on blast at the photoshoot. For this campaign, we scrutinized national trend data and customer insights to identify a universal need to get ready for the day in record time, whether you’re a student, parent or general fall-enthusiast. We targeted 2 unique customer segments: Parents shopping for kids & the college-age shopper. After the quarter, the website alone saw a 20% performance increase YOY.
2 audience segments
Content was created to be served to two separate customer personas: The college age shopper and parents shopping for their child. Both audiences lived under the same campaign driving to one landing page, so overall look and feel was consistent for a cohesive customer journey. Fun fact: We only had budget for 1 mother-daughter talent on set, so to bolster the parent-child demographic we got scrappy pulling a few clips from a previous Mother’s Day shoot to fill in storytelling gaps. Stay agile, friends.
Omni channel assets
Cross-channel assets were built in Figma, making delivery to development a breeze (as you know). I still think it’s frustrating you can’t build animated GIFs in there without a plug-in though. *Minor design rant to add authenticity.
Deck highlights
Here’s a few fan-favorites of the 60+ pages of pitch, concept & shot list decks I built. And yes, I did cast Chloe who was on The Bachelor season 29. Gotta capture excellent social content!
