Role
Visual Designer
Project
"Dreaming Season" Campaign Creative
This is a selection of the campaign assets created for TrainingPeaks "Dreaming Season" Campaign. This campaign spanned several months across email, in-app, and social media communications.
Process
During the first phase of the campaign, we tested sport specific imagery for our audience. The results indicated the success of sport-specific imagery, thus we created unique assets for each sport type going forward. The sport types included cyclists, runners, triathletes, and generic/unaffiliated athletes.
As the campaign progressed, we ran A/B tests on how the copy interacted with the image, which informed the creation of assets as we moved through each phase of communication. I built an analysis board to track the creative assets as they evolved throughout the campaign. See below for a snippet.
Results
This campaign was run with an agile mindset - testing and iterating with each phase, using the results and findings for the next. We tested everything from email body copy design, animation vs. static imagery, email subject line, and discount copy. Each test continued to shape our tone and voice for copy, as well as imagery style.
Managing the creative for the campaign this way was unique in that we had not recorded campaign imagery in a visual manner before. It allowed for a myriad of micro and macro perspectives.