Where’s your finish line?
The Goal Getter promotion was tailored to speak to race participants when race training and registration is at its peak.
We listened to our customer base in social and customer service channels and found a need for these race distances to be offered as badges. My team was responsible for tying it all together with the finish line as our visual focal point. Credit to Marty Englert for the final product design as well as executing the visual system across produced and UGC assets.
The Site
The response to the UX in the purchase journey was a win for the creative team. We pushed our front end platform to perform beyond their stated capabilities and created a slippery path to purchase. There are a lot of decisions to make prior to keying in a single letter for customization so we wanted to make that as seamless and engaging as possible.
Organic + Paid Social
On the brand side, the social posts were product focused, clear presentations of the offer for returning customers and others engaging in our owned channels. The external social strategy involved activating ROAD iD brand ambassadors that fit within the target audience to create content, amplify the message and position the product to their audiences. Posts referenced the races and events they were training for to support quick reference on who the product was designed for.
Our social campaign activated influencers to build awareness and explain who the product was for. The target audience was really specific with this one so we wanted to make sure the product was paired with posts that made it easy to understand.
Email + Text
The email brought together the persona imagery, the ribbon title lockup and the product focused close up renders to communicate as much as we could above the fold. Our segmentation strategy focused on engagement rather than interest as we didn’t have that data available to make decisions on, so we had a lot of ground to cover with messaging what this promotion was all about.
The text campaign was vague in its copy and focused on product photography to pique interest and motivate click through.