Introduction
The holiday season is the biggest sales period for most retailers in the US, including woom.
Our 2023 holiday messaging attempted to capture the joy that comes with cycling throughout all stages of childhood, as one of those big-ticket items that is just as exciting to give as it is to receive, the "best gift ever".
While the US Head of Marketing lead the messaging for this campaign, I was tasked with preparing concepts that could be used flexibly throughout three phases of messaging during the holiday season. Budget constraints meant limited resources and graphic assets without lifestyle photography, requiring visuals that felt fresh while still sending frequent communications. After having planned for a graphic campaign we received strong lifestyle assets that we were able to incorporate, helping to tie everything together.
Keeping things simple and easy to translate was key during this busy season, using color and traditional gifting elements to invoke a sense of tradition. Bold ground colors not typically used outside of major campaigns helped to set the scene, incorporating casual, lowercase headlines, accented by a seasonal display font. Incorporating holiday colors and accent fonts into our traditional headlines gave even our most traditional communications a bit of holiday cheer.
Digital gift cards were also re-launched during this season, requiring unique holiday artwork and messaging for gift cards and their promotion.
