Package Free Shop Black Friday & Cyber Monday Campaign
As Creative Lead at Package Free Shop, I was challenged with creating an eye-catching campaign to help us stand out in the crowd during the holiday Black Friday and Cyber Monday shopping season, while also maintaining our ethos of encouraging our consumers to reduce their personal waste and consumption.
Campaign Photography Creative Direction
We worked with the talented Olga de La Iglesia to develop a visual concept that was a stark contrast from our usual neutral color palette to create a campaign that popped.
Mood Board:
Final Images:
Campaign Messaging
Morally challenged by the idea of participating in the Black Friday and Cyber Monday sales cycle (historically wasteful, consumerist, and non-energy efficient sales days), and anticipating pushback from both our eco-conscious followers, as well as consumers that point out the high price and barrier to entry that “living sustainably” can bring, I pitched the idea of adding messaging to our BFCM promotions that explicitly stated “Don’t buy what you don’t need.”
Below is the copy I wrote that we utilized on social media and in email marketing promotions.
Our Cyber Monday Philosophy: Don’t buy what you don’t need!
Simple as that.We understand that big shopping days like Black Friday and Cyber Monday often promote senseless shopping - that’s the opposite of what we’re about at Package Free.
We love being able to offer generous discounts to our community to lessen the financial investment it can take to switch to sustainable and thoughtfully made products. That’s why we participate in Black Friday and Cyber Monday. But before you click that “add to cart” button, ask yourself, “do I really need this?” If no, then please don’t buy it!
Email Marketing
Utilizing our bright and bold imagery and campaign messaging, I created a series of email campaigns that cut through the clutter, and prepped our audience with how to be smart about planning their purchases.
Social Ads
I also created some simple social ads to run during the sale.
