While working in-house at Walgreens, my role as an Art Director was to facilitate the development of email campaigns for nearly 70 million customers across a variety of seasonal, brand and health service initiatives. This required a deep knowledge of email best practices, establishing visual benchmarks and standardization of templates, and conceptualizing best-in-class creative ideas to excite users and provide utility. This showcase captures my favorite and the most effective email campaigns.
Art Direction
Content Strategy
Design
Brand Management
Concepting
Studio Production
Walgreens Holiday 2018
The holiday season presented a unique marketing challenge. How do you stand out in users inbox when there's a flurry of competing retail messages? The creative solution I proposed was to lean into easy and accessible utility. Warm and approachable messaging paired with bright visuals and oversized promotional offers created a high impact campaign.
Performance metrics from 2018 to 2019:
• Email volume of 5.2 billion retail products emails
• Increased open rate by 34% from FY18;
• Increased click-to-open-rate (CTOR) by 23% from FY18 (CTOR measures efficacy of email design itself)
• Increased sales lift by $29M
• 13% increased dwell time
Walgreens Beauty Enthusiast Lifecyle Series
Beauty Enthusiast is a beauty club under the Balance Rewards loyalty program. For this campaign, my creative partner and I concepted and executed email collateral to engage loyalty customers in an inspiring yet approachable way across the email user journey from sign-ups, exclusive events and monthly offers.
Stop motion animations
Animations are a very effective way to drive engagement within an email. Our data found that simple animations increased engagement by 25% resulting in higher dwell times and increased click through. The below emails contextualize the products and concepts. Each campaign started with a sketch, sourcing props, shooting each frame and stitching them together in post-processing.
Designers Zach Stemerick, Ashley Buziecki, Bruna Zanardo, Sara Urbanski, Judi Riley, Jason Radford
Copywriters Ashlee Piper, Areif Sless-kitain, Amy Wilschke
Photographer Kip Swehla
Pleasure in the job puts perfection in the work. Copyright 2022 Chi Nwosu.
