Introduction
This is a personal case study for an integrated campaign created for local (fictional) popsicle shop Frzn Treats Inc.
Goals
They had just opened up a location in Broad Ripple, and to help spread the word and attract customers to their storefront, I put together an integrated campaign that included direct mail, a special landing page, and digital ads.
Brand
To begin creating the fictional brand and assets, I referenced local shop Nicey Treat for flavors and overall business structure. Below is the brand board I created, including logo variations, colors and gradients, product cards, and basic type treatments.
Direct Mail
The primary component of this campaign was direct mail. Neighbors within a certain zip code radius of the shop in Broad Ripple would receive a mailer with instructions on how they could get a free popsicle by visiting the shop with it in hand. For those already familiar with the products from other locations, the mailer also contained a variable URL that would take the neighbor to a landing page for Frzn Treats’ monthly subscription service.
As part of the process, I researched various regulations for USPS self-mailers and worked through a number of ideas and concepts that would entice neighbors to visit the store and support a local business. Below is the bi-fold self-mailer created for neighbors, including details on the free popsicle as well as the personalized subscription link.
Landing Page
The monthly subscription landing page was created as a complementary piece to the direct mail, and included the variable URLs on the mailed piece to track engagement. For this page, I researched a number of the most effective subscription landing pages and integrated some of those methods here — directed CTAs, a 3-step process explaining how the subscription works, and clear expectations for future months.
Digital Ads
To reach a slightly broader geographic area, I created a digital ad campaign with the same brand awareness messaging and call to action as the direct mail. The ads linked to a static landing page where the user would sign up for the Frzn Treats email list, at which point a promo code would be sent for a discounted treat.
Additional UI Assets
These additional assets were created for future use by the brand on the subscription service purchase flow: a carousel example on mobile with one flavor already added to the user’s basket, card designs for the flavors when creating a custom box or add-ons, and buttons for adding, confirming, and removing items from the shopping cart.
