Instore refresh launch

We created a total of 246 ads in 3 weeks from design to delivery: 41 display and audio ads with localized copy for geo-targeted content, 205 unique animated HTML 5 display ads with different content based on what the store offers, and 41 audio ads. We made the compelling, informative ad within a 15-second limit.

My Role

Design & Process Management
Creative Production
Project lead

G150 was an initiative to refresh stores
with new brands & features.

  • Creative

    Image for each highlight new feature, not every store has the same features.

    4 individual services are highlighted per display unit with image and text.

    Cta linking to store finder.

  • Messaaging

    3 kinds of copy solutions, Geo-targeted, Local wisdom, and Generic.

    Totaling 41 unique messages

  • How was this being built and delivered

    The media predetermined it to build HTML 5 units in-house and deliver to the vendor.

Setting up for production

Roles

Display - Structure, workflow and final production.

Strategy - Store number name and feature.

Copy – Copywriting, editing, and entering the text in the matrix.

Column Structure for creative matrix

A Store Number

B. Store name

C. Localized messaging

D –J. Local store features

Prepping for production

The original concept was produced by the g150 launch team. The display team was asked to consult on the design after the initial design and the concept was approved by leadership.

Recommendations for production

  • Larger image area.

  • New Macy’s digital-first logo

  • Cleared and bold typography.

  • Single fonts to work better with template dynamic build.

  • Final dynamic template build

 

We did achieve the goal on time with + 1500 individual assets and an estimated 250 Ads.

This was possible with upfront planning and clear role responsibilities.

Use tech wisely to do the heavy lifting.

New approach

The first round of creative underperformed for a number of reasons.

Through heat mapping, we saw customers interact more with the logo than with the actual cta.

At this point, the display team took overall creative control of this project.

The original concept involved marketing leading by pushing hard on copy to tell customers what’s new. Marketing expects people to pay attention to the ad and read all the content.

We changes the narrative to be simple and clear with image editing and open up the design.

0.18% to  0.26%

CTR increased on the 300x25

0.44%

On the 300x600 strongest CTR across all displays.

 

What I learned

I am not happy with the final results.

I feel there was a conceptual was flawed from the start. The teams tried to put to much information in the ad for 15 Sec.

The ad should been generic with a targeted personlized message on the last frame that would link to a learn more page.

We want to excite them and provoke them to learn more.

I would also recommend Media working with a vendor we could have produced these 100% Dynamic Creative Optimizations. If we had gone with a DCO Vendor we would have reduced time and cost 75%.