CONTENT DESIGN • PRODUCT & BRAND MARKETING

Make Mom’s Day with Chatbooks

Create a gift with all of the heart, none of the hassle during the second largest gifting moment of the year

Screenshots of the Chatbooks Mother's Day 2023 Landing Page, a campaign email, and in-app shop merchandising

Summary

Chatbooks is a photo printing company and app that allows users to create meaningful holiday gifts. For Chatbooks, Mother’s Day is the second-highest gifting peak every year.

I led the brand and content strategy, web and app design, and campaign execution for Mother’s Day 2023.

Skills + Tools

• Content design
• Marketing strategy
• Messaging
• Brand + UX design
• Project management
• Analytics
• Figma | Google Suite | Notion | Asana

Team

• Myself
• Marketing designers
• Marketing channel owners
• UX designers

Objectives

As a growing e-commerce business, increasing revenue during the Mother’s Day peak compared to the previous year was our goal. To do this, I gathered data on past campaigns, researched consumer trends, and brainstormed with the team.

The Mother’s Day 2023 campaign differed from previous years in the following ways:

  • Extended the campaign timeline, ramping up messaging over 6-weeks (vs. 2-weeks in prior years)

  • Split the campaign into phases, with different messaging focuses for each

  • Segmented promotional offers by customer segment to drive revenue toward different products at different times

For current subscribers, we aimed to increase the cross-sell rate to single photo books. For non-subscribers, we sought to increase subscription photo book sales.

Process

After brainstorming campaign ideas and presenting data to leadership, I partnered with marketing designers to refine the campaign’s overall look and feel. We leaned into a handmade, scrapbooking vibe with “All of the Heart, None of the Hassle” as our campaign tagline.

From there, I collaborated with marketing channel owners across lifecycle, social, content, community, paid, and Shop product owners to detail channel tactics. We created a segmented email strategy, landing page, branded shop designs, social posts, and more – all with a cohesive brand design and messaging.

Screenshots from the Mother's Day campaign - from left to right: email example, landing page, and in-app shop

Results

This campaign strategy resulted in +23% more revenue compared to the previous year.