Upholstery Promotion . Crate & Barrel . 2020
creative lead, digital design
With less people shopping in stores, paid social and banner ads became the primary channel to promote August’s annual Upholstery Promotion. This is Crate and Barrel’s second largest sale of the year. Our marketing goal was to highlight new fall products, in addition to our custom fabric program.
As the promotion creative lead, I conceived three separate design stories, each featuring a different aspect of our marketing strategy. Below are examples of how those different product stories were shown in digital banners, paid social and the e-commerce website.
The promo creative proved to be extremely successful, resulting in $125 million in furniture sales up 41% from last year.
The bulk of Crate’s upholstery promo sales are traditionally made in the store. To work around impacted foot traffic, I decided to incorporate our Design Services tools into the promotion through a series of creative pieces highlighting the features that would help customers select furniture pieces online. These creative modules were repurposed across additional channels: within paid social carousel ads, organic social and email banners.
