CASE STUDY
YSL Sitewide Sale
When: March 2022
My Role: Visual Designer
E-comm Team: Designer, Site Experience Manager, Site Experience Director,
CRM Director, Site Merchandising Director, Sales Planning Manager
For the past year, the YSL e-comm team has been working intentionally to make our site a best in class beauty D2C experience.
A part of this effort is to transition away from high promotionality, so in 2022, we decided to focus on four quarterly sitewide sales and reduce the number of other promotions throughout the year.
For the Q1 sale, we seized the opportunity to adjust our process when planning a sitewide event, in addition to elevating the messaging and overall look and feel.
IMPROVING THE PROCESS
The previous process often led to inconsistent messaging and visuals across various touch points. Our plan going forward is to come together at the beginning to map out the needs of the individuals on the team and review the available visual assets and any relevant research or metrics.
CREATING A 360 CAMPAIGN
RESEARCH
To kick off the exploration, I gathered examples from some of our 2021 sitewide sales as well as many examples from our competitors.
The site experience director and manager connected with our Paris-based global marketing team, who creates all our imagery, to gather any new available assets. Together we brainstormed a few initial creative concepts to share with the e-comm team (below).
PRIORITIES
After I presented research and initial concepts to the team, we outlined our main creative priorities for this campaign:
Messaging should be simple and direct.
For visual consistency, select the primary hero image and secondary imagery to be used when needed.
INITIAL DESIGNS
Next, I used the feedback from the team discussions and developed some initial designs.
FINAL DESIGN
From the initial design concepts I presented, the team agreed on the direction of the campaign and determine which visuals would be used. I then designed a 360 overview of the sale creative displaying the hero image on each of our main touchpoints: site, email, and media. Once approved by the team, individual team members briefed in their specific needs, and I began the production design.
OVERVIEW
EMAILS
MEDIA
RESULTS
Overall, the sale outperformed all expectations, bringing in $1.5 million over 8 days.
This was +23% to plan and +123% compared to the same sale period last year.
I find defining the creative direction early on in the process and with the entire team extremely helpful. Not only where the briefs clearer, it reduced the number of revisions and allowed me to design all the necessary elements for the campaign with increased consistency and efficiency than in past sitewide sales.
CONTINUING SUCCESS: Q2 SITEWIDE SALE
The Q1 sale not only brought financial success, but the overall strategy and design has received commendations from top leadership within the L’Oreal Luxe division. Seeing such success from Q1, our team used the same process and general creative direction for our Q2 sitewide sale in June.
OVERVIEW
EMAILS
