Savings Spree Program – Zulily
As Associate Creative Director on this program, I guided the team in the creation of the customer experience on our website and revamped a previously inefficient program into an easily repeatable, efficient and profitable program. I worked with our Executive Creative Director to guide the internal team to develop the customer experience across the full website experience, including email and social, while utilizing an initial naming convention and lockup. For 2022, we created the Zulily Savings Spree program, a reimagining of our monthly Blowout program. This previous program required unique creative every month and what had started out as a way to showcase Zulily as a unique, fun brand had become an inefficient drain on limited creative resources.
Goal:
Streamline the creative workload for the program by 50%, measured in hours, while maintaining consistent demand levels.
Project Overview:
The project encompassed the development and execution of nine distinctive campaign events within a year.
Achievements:
Implemented an efficient strategy that surpassed the initial goal, resulting in a 60% reduction in required creative hours year-over-year (YOY).
Performance Metrics:
Total Sales Achieved in 2022: $20.6 million, marking a substantial increase of $2.7 million YOY.
This accomplishment not only met but exceeded the creative workload reduction goal while concurrently boosting sales figures and creating a consistent customer experience.
Team
With 9 programs to produce throughout the year (updated seasonally), many team members contributed to this program, we couldn’t have done it without any of them.
Executive Creative Director: Hafiz Huda
Creative Directors: Thig Gishuru, Sara Cardace
Associate Creative Director: Becky Merrill
Art Director: Hillary Gronvold
Designers: Zack Walker, Madeline Minkema, Emily Sirota
Copywriters: Chelsea Ardle, Dylan Hoff
Lead Photographer: Whitney Mason
Photographer: Sara Rolf
Lead Stylists: Renee Fuller, Shay Troupe
Stylist: Noelani Ouchi
Program Managers: Caitlin Schooley, Serene Hastings
Producer: Delaney Curtis
Talent Booker: Allison Dunn
Original Savings Spree Lockup: Melissa Robinson, Marina Harnik, Kim Arispe