Seasonal Sale Campaign Ads
Case Study: Event Sale Campaigns
Client: PetLab Co.
Project: Paid social advertising for seasonal campaigns, multi-format paid social
Objective: To design a suite of digital ads promoting PetLab Co. products during the seasonal campaigns including Black Friday and Christmas.
Challenge
The aim of the project was to design a set of paid social creatives for Christmas and Black Friday campaigns that could seamlessly adapt across multiple placements and formats, without compromising visual impact or brand clarity.
Solution
Using a single creative direction (for each event) and core asset set, I produced multiple distinct ad variations in a short timeframe, giving the media buying team a diverse range of options to test and optimise performance.
A scalable ad framework usable across multiple campaigns
A flexible layout system was set up with a centralised focal point that could be safely cropped, without losing critical information or visual balance
Generous negative space to accommodate different aspect ratios
This positively impacted future design processes by reducing the need for redesigning assets for different ad sizes.
Use of AI tools (Kive) to adapt the in-house photography to introduce clearer visual cues to dogs, ensuring the creative better resonated with the target audience while remaining aligned to the seasonal creative direction.
Above shows the US Holiday Sale ads in a portrait aspect ratio. Below the ads are shown cropped in a square 1:1 aspect ratio.
Black Friday ads in situ
Above are the Black Friday Sale ads.